This week, Netflix is opening the doors to a new retail destination for Angelenos to drop cash on products based on the streamer’s hit shows, as well as get a full-frontal look at super baddie Vecna from “Stranger Things.” 4″ and other characters.
Netflix’s pop-up store at The Grove shopping complex in Los Angeles is scheduled to open on Thursday, October 13. Inside the 10,000-square-foot space, Netflix original entertainment franchises “will be brought to life through colorful, photo-ready vignettes. ”, the company said, introducing life-size versions of characters and artifacts that include Vecna; the terrifying robotic doll Young-Hee from “Squid Game”; and Queen Charlotte’s throne from the “Bridgerton” prequel.
The pop-up store at The Grove is the first physical destination for several Netflix titles. Like Netflix’s boutique e-commerce store and the pact with Walmart, it’s aimed at building excitement for the streamer’s originals and catering to superfans, as it’s designed to generate incremental revenue. Netflix at The Grove will remain open to the public through January 6, 2023.
The new store will feature limited edition merchandise, according to Netflix. Items for sale will include the Hellfire Club Raglan Shirt and Palace Arcade Hoodie from “Stranger Things”; the soon-to-be-released book “Inside Bridgerton” from series creator Shonda Rhimes; a variety of Funko collectible figures from “Squid Game” and “Stranger Things”; and a curated series of kids’ show merchandise on Netflix, including the iconic dollhouse, clothing and Gabby Girl doll from “Gabby’s Dollhouse” and activity books from “Ada Twist, Scientist” and “Cocomelon”.
In early December, Netflix at The Grove will expand its experiential offerings to include a second floor with “immersive elements” tied to originals coming to the service this holiday season, the company said. Titles to be featured include Guillermo del Toro’s “Pinocchio,” “Slumberland,” “Enola Holmes” starring Millie Bobby Brown, “The School for Good and Evil,” “Matilda” and “Emily in Paris,” as well as the Netflix’s list of 2022 Holiday Originals including “Falling for Christmas,” “Christmas With You,” “The Noel Diary,” and “The Great British Baking Show: Holidays.”
Netflix previously opened pop-up stores for “Stranger Things” and “Bridgerton.” Additionally, the company has produced immersive live experiences for several originals, including “Stranger Things,” “Bridgerton,” “Money Heist,” and “Army of the Dead.”
The Grove showcase “felt like the next, most organic step in continuing our growth and bringing together Netflix’s most beloved shows in a whole new way,” said Greg Lombardo, head of live experiences at Netflix, in a statement. “Celebrating our fans and giving them the chance to immerse themselves in the world of stories they love is at the heart of what we do, and we’re thrilled to bring this experience to life at The Grove.”
Netflix shared additional photos of the pop store, including an artist’s rendering of the exterior: