Netflix Turns Pop-Up Stores Upside Down With Immersive, Shoppable Experience

Netflix is on a mission to turn retail pop-ups upside down thanks to its first multi-title, immersive retail activation. Top Line On Oct. 13, the streamer is launching a unique shoppable experience, Netflix at The Grove, giving fans of all ages the chance to get limited edition merch while becoming immersed in everything from the Upside Down of Stranger Things to the 'ton of Bridgerton. Between the lines Located at The Grove in Los Angeles, the pop-up store features limited edition items from Netflix's most popular titles, including Stranger Things, Bridgerton and Squid Game. A statement from the streamer specifically mentions items such as the Hellfire Club raglan shirt and Palace Arcade hoodie from Stranger Things, the upcoming Inside Bridgerton book, Funko collectible figures and a curated series of products from Netflix's children’s properties, including the iconic dollhouse from Gabby’s Dollhouse and activity books from Ada Twist, Scientist and Cocomelon. The streaming giant is sparing no expense, filling a 10,000 square-foot space with colorful photo-ready vignettes and life-size versions of notable Netflix characters, including Stranger Things' Vecna and the Young-Hee doll from Squid Game. Stranger Things merchandise displayed at Netflix at The Grove. “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,” Greg Lombardo, head of live experiences, Netflix, said 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.” An Inside Look at Giant Spoon’s Colossal Empire State Building Stranger Things Activation In early December, Netflix at The Grove will include a second floor with expanded holiday offerings, including interactive and social-media-ready experiences. The expanded offering will feature titles such as Guillermo del Toro’s Pinocchio, Slumberland, Enola Holmes, The School for Good and Evil, Matilda and Emily in Paris. New programming will also appear, including Falling for Christmas, Christmas with You, The Noel Diary and The Great British Baking Show: Holidays. Admission is free, and the pop-up will remain open to the public until Jan. 6, 2023. Vecna display at Netflix at the Grove. Bottom Line Netflix at The Grove continues Netflix's push for live, interactive experiences. Past activations include Stranger Things: The Experience, Stranger Things: The Store, The Queen’s Ball: A Bridgerton Experience, Money Heist The Experience and Viva Las Vengeance: Army of the Dead. Notably, the new shoppable pop-up adds an element of commerce. Amid falling subscriber numbers, the streamer has been especially interested in creating alternate revenue streams, including its upcoming ad-supported tier, which may roll out as early as November.