Case Study: Netflix creates immersive fan destinations with Gensler

Netflix launches 100,000-square-foot entertainment destinations with Gensler

Netflix sought to reinvent vacant anchor retail spaces into permanent entertainment destinations to meet the growing consumer demand for immersive live experiences. They partnered with Gensler to develop a first-of-its-kind venue that would bring their stories to life beyond the screen.

Gensler developed a bespoke design language for Netflix House, transforming dormant big-box stores into 100,000-square-foot entertainment hubs featuring experience stages, gaming spaces, a restaurant, and retail. The solution created a new model for adaptive reuse of retail space, resulting in overwhelmingly positive fan reactions and recognition as one of The World’s Greatest Places of 2026 by TIME.

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