In 2025, Netflix are launching Netflix House - an experiential venue that brings to life some of their most beloved titles.
A big part of Netflix House will be its X-Stage experiences; transportive & immersive moments that allow fans to feel like they are fully stepping into a world of brands and stories. However, it isn't an easy thing to get right!
Netflix recognised that authentically translating characters, themes and narratives - especially those revered by fervent fans - into fully transpirational & immersive experiences, requires truely understanding the complex needs of the audience.
Leveraging our understanding and models around fandom and live experiences, KI were consulted to outline how to effectively convey the essence & connection points of two well-loved Netflix IP and create unforgettable experiences for a range of audiences.
Our approach involved in-depth, focus-groups across a mix of group types to ensure we were considering the perspectives and dynamics of families, friends and different fandom levels (e.g. the core brand fans, casual fans).
Using a mix of proprietary frameworks and open-ended discussion we first set the scene by exploring past LBE moments and key IP connection points. Once aligned on what drives positive moments & fandom, we then worked with participants to understand how this should translate into themed LBE. This gave us an audience centric view of what needs including outside of any of our own ideas.
An element of our sessions also involved exploring specific concept ideas across different stories, themes, activities and spaces. This - coupled with our understanding of their key connection points - helped us understand how to effectively drive emotional experiences, a hero’s journey and strong sense of immersion and escapism. As well as broader feedback, participants also were asked to make trade-offs / prioritisations for key elements.
Our research, insights and recommendations influenced the direction and execution of two IP-led experiences for Netflix House, considering:
