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Netflix is continuing to expand its business model — the streamer’s new ad-supported subscription tier is rumored to be launching as early as next month, and now the company is eyeing retail with the opening of its first multi-title store at The Grove in Los Angeles.
The new Netflix pop-up store will open its doors on Oct. 13, 2022, and remain in place through the holiday season, until Jan. 6, 2023. Billed as an immersive experience, the store will feature a broad range of displays and limited-edition items from some of Netflix’s most popular titles, including Stranger Things, Bridgerton, Squid Game, Gabby’s Dollhouse, Ada Twist, Scientist, Cocomelon and more.
Netflix isn’t completely new to the world of retail. In 2021, the streamer debuted a retail hub on Walmart.com in addition to its own ecommerce site and Stranger Things is getting its own pop-up store in Miami. A range of immersive experiences such as Stranger Things: The Experience, The Queen’s Ball: A Bridgerton Experience and Money Heist The Experience also typically include some retail offerings.
However, The Grove pop-up marks the first time Netflix is bringing its top titles together in one retail environment. In addition to exclusive products, the 10,000-square-foot space will also feature “photo-ready vignettes” with life-size versions of notable Netflix characters. The store will expand to a second floor in early December with additional immersive elements tied to its holiday programming. Titles to be featured will include Guillermo del Toro’s Pinocchio, Slumberland, Enola Holmes, The School for Good and Evil, Matilda, and Emily in Paris, as well as a new titles debuting for the holidays.
“Following the incredible success and excitement from our fans for our immersive experiences around the globe, this felt like the most organic next step to continue our growth and bring Netflix’s most beloved shows together in a completely new way,” said Greg Lombardo, Head of Live Experiences at Netflix in a statement. “Celebrating our fans and giving them the opportunity to put themselves in the world of the stories they love is at the heart of what we do, and we’re thrilled to bring this experience to life at The Grove.”