Netflix House Dallas Brings Streaming Hits to Life

The permanent attraction features immersive experiences inspired by Netflix shows like 'Squid Game'

Mar. 19, 2026 at 7:58pm

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Netflix has opened a new permanent attraction called Netflix House Dallas, a 100,000-square-foot venue located at the Galleria Dallas shopping mall. The attraction features two major experiences designed by agencies Salt Productions and Pinch Creative - Netflix RePLAY, a free-to-enter game room with physical challenges inspired by Netflix titles, and Squid Game: Survive the Trials, a ticketed competition-driven experience based on the hit Netflix series. The agencies worked to create flexible, evolving spaces that can adapt to Netflix's growing and changing content library.

Why it matters

Netflix House Dallas represents a new chapter in experiential entertainment, offering fans a way to interact with Netflix's intellectual property beyond just watching shows on a screen. The permanent nature of the attraction, rather than a temporary pop-up, allows for more investment in infrastructure and flexibility to update the experiences over time as Netflix's content library changes.

The details

The Netflix House Dallas venue spans 100,000 square feet at the Galleria Dallas shopping mall. The two main experiences were designed by agencies Salt Productions and Pinch Creative. Netflix RePLAY is a free-to-enter game room with physical challenges inspired by Netflix titles like K-Pop Demon Hunters, Floor Is Lava, and Love Is Blind. Squid Game: Survive the Trials is a ticketed 60-minute competition-driven experience based on the hit Netflix series, where participants move through five games including Red Light Green Light and Memory Steps. The agencies aimed to create flexible, evolving spaces that can adapt to Netflix's growing and changing content library, rather than recreating on-screen worlds too literally.

  • Netflix House Dallas officially opened in December 2025.
  • Netflix recently opened a second location in Philadelphia.

The players

Salt Productions

A production agency that partnered with Pinch Creative on the design of Netflix House Dallas.

Pinch Creative

A creative agency that partnered with Salt Productions on the design of Netflix House Dallas.

Don Strom

Co-founder and managing partner at Salt Productions and Pinch Creative.

Michael Brown

Creative director of Pinch Creative.

Netflix

The streaming giant that opened the Netflix House Dallas attraction.

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What they’re saying

“From an experiential standpoint, we still have to approach it with flexibility. Representative Netflix IPs will grow and change, and that's the fun part about Netflix House. It needed to be a permanent location with some really amazing permanent features, but it also needed to have a bit of flexibility and opportunity within its space to adapt and change as Netflix adapts and changes and new ideas come to life.”

— Don Strom, Co-founder and managing partner at Salt Productions and Pinch Creative

“The guest has just become that much more discerning. They don't want to see the scrappy corners because it's a pop-up. They want to have the full experience, regardless of which format you're rolling it out.”

— Michael Brown, Creative director of Pinch Creative

What’s next

Netflix plans to regularly update the attractions at Netflix House Dallas to keep up with the streaming service's latest titles and content.

The takeaway

Netflix House Dallas represents a new model for experiential entertainment, blending permanent infrastructure with the flexibility to evolve and adapt to Netflix's rapidly changing content library. The attraction aims to immerse fans in their favorite Netflix shows and movies in a way that goes beyond just watching on a screen.