Netflix is coming to The Grove.
The streaming giant announces that it will open an “immersive retail experience” in the shopping and entertainment complex called “Netflix at The Grove” with merchandise from its original shows and experiential elements. The store will open to the public on October 13 and admission will be free.
Programs like squid game, stranger things, Bridgerton, Cocomelon and Ada Twist, scientist will be represented in the store, which will sell clothing, books, collectibles like Funko figures and other merchandise.
There will also be an immersive element to the pop-up with “camera-ready thumbnails featuring life-size versions” of characters from its lineup, custom-designed for sharing on social media. In December, a second floor will add interactive experiences to Netflix’s holiday lineup, including Pinocchio by Guillermo del Toro, Slumberland, Enola Holmes, The School of Good and Evil, Matilda and Emily in Paris.
The Netflix branded store in Los Angeles marks the streaming company’s latest effort to explore shopping and immersive experiences. The company previously launched a stranger things experience and pop-up store, as well as a Bridgerton experiment called The Bridgerton Ball. However, leveraging the Netflix brand on a store highlights the brand recognition of the service itself.
Live experiences have become a Hollywood hedge amid bigger concerns about the economy. While Netflix may not have theme parks like Disney or NBCUniversal, the Netflix Brand Store is a new way to experience the brand and its real-life intellectual property.
Likewise, shopping is a relatively new area of focus for Netflix, which only launched an online store last summer featuring branded merchandise from its programming. A physical Netflix store points out that it now has enough brand equity to support something bigger.
“Following the incredible success and enthusiasm of our fans for our immersive experiences around the world, this felt like the most organic next step to continue our growth and bring together Netflix’s most beloved shows from in a completely new way,” Greg Lombardo, head of live experiences at Netflix, said in a statement. “Celebrating our fans and giving them the opportunity to immerse themselves in the world of stories they love is at the heart of what we do, and we’re thrilled to bring that experience to life at The Grove.”