Netflix在美国购物中心尝试把线上流量变成线下客流：在费城郊区的King of Prussia商场外墙刷上「Netflix红」，作为通往Netflix House的入口，将品牌影集体验、影厅与零售结合在同一空间。

首店面积约100,000平方英尺，利用已关闭的Lord & Taylor百货旧址改造而成，于「上个月」开幕；这代表其扩张策略偏向以空置百货作为大型固定据点，而非短期快闪。

这是美国三个Netflix House计划中的第一个；第二个本周在德州Galleria Dallas商场、由原Belk百货店址改造后开幕；第三个预计于2027年落地拉斯维加斯的BLVD Las Vegas，形成至少横跨约2年（2025–2027）的分阶段布局。

Netflix is testing whether a streaming brand can convert online fandom into mall foot traffic by opening Netflix House: a permanent, in-person mix of show-based experiences, a theater component, and retail inside a US shopping mall.

The first site repurposes a shuttered Lord & Taylor department store into a roughly 100,000-square-foot venue that opened last month, signaling a strategy of backfilling large, vacant anchor spaces rather than relying on temporary pop-ups.

It is the first of three planned US Netflix Houses. The second opened this week in the former Belk store at Galleria Dallas in Texas, and a third is scheduled for 2027 at BLVD Las Vegas, indicating a phased rollout spanning about 2025–2027.