NETFLIX
As the Product Designer leading the digital experience for Netflix House, I was instrumental in Netflix's first major expansion into physical, real-world entertainment. Netflix is making a major investment in experiential destinations, opening permanent locations in Philadelphia and Dallas, with Las Vegas and more to follow, to bring its most beloved shows and movies to life and turn streaming fandom into real-world loyalty.
Netflix House
Project 1
THE PROBLEM
Netflix House is an entirely new kind of product, with no existing digital experience to build on. Users need a seamless way to discover what Netflix House is, decide to visit, and book tickets online before they arrive. No scalable design system existed to support the promotion and visibility of constantly changing experiences across multiple locations.
Role: Design Lead
Year: 2026
What is Netflix House?
Netflix House is Netflix's first permanent, real-world destination where fans play, eat, and shop their favorite shows and movies IRL.
THE VISION
60+
cities across the globe
40M+
guests each year
$2B+
in annual revenue
Welcome to the Neighborhood
Netflix spent two decades on the screen. Now it's the new arrival in the physical world, and for most people the website is where they meet it first. Before anyone buys a ticket, they have to understand what Netflix House even is.
So comprehension comes first. I organized the experience around three plain verbs, play, eat, and shop, and led with the shows fans already love, so an unfamiliar idea feels familiar in the first scroll. From there, the homepage and location pages carry a curious visitor from "what is this" to "I want to go" to "I'm ready to buy," with nothing in the way.
The Ticketing Experience
Tickets are sold online, not at the door, so the website carries the full weight of conversion. Pricing changes by date, time, and demand, and guests have to choose a slot, book, pay through a cashless flow, and manage the visit afterward.
I designed that path to feel short and certain. The right information surfaces at the moment of doubt, and the real complexity of variable pricing and timed entry never reaches the guest. The job was to make buying a ticket to something brand new feel as easy as buying a movie ticket.
Flexible Experience Pages
Each location features its own experiences, and they refresh through the year, the way titles rotate on the service. The experience pages had to sell wildly different worlds from a single, flexible template, from the puzzle rooms of One Piece to the arena of Squid Game to facing Vecna in Stranger Things.
I designed a page system that adapts to any property's art, tone, and details while keeping the structure and the path to purchase consistent. A new experience ships fast, stays on brand, and still feels custom to the story it represents.
Location Pages
Netflix House Philadelphia
Netflix House Dallas
Experience Pages
Squid Game: Survive the Trials
Stranger Things: Face the Dark
Wednesday: Eve of the Outcasts
Internal Tooling
New events and experiences arrive constantly, and design and engineering could not be the bottleneck for every change. I designed an internal tool that lets each location build and publish its own experience and event pages, updating content and assets without a designer or engineer in the loop.
It is the part of the project that keeps working long after launch, and the reason the system scales as fast as the business does.
Brand New Brand
Netflix House has a rich, colorful, expressive look and feel, developed by our Brand and Marketing teams in partnership with an agency. It gave the destination a distinct personality from day one.
It was built for marketing, though, not for the web. So one of the core challenges for the House XD team was stitching three things into one coherent experience: the new Netflix House brand, the overarching Netflix brand, and our Hawkins design system, all while holding the line on the things a marketing brand rarely accounts for, like accessibility, responsive behavior, and interaction states.
My job was to translate an expressive marketing identity into a real product language, one that kept the personality intact, stayed unmistakably Netflix, and worked for everyone on every screen.
The Design System
Under all of it sits one system, and it had two jobs.
First, reconcile the fresh Netflix House marketing brand, delivered by an agency, with the most recognized brand in entertainment, so the place reads as something new and unmistakably Netflix at the same time. Second, flex across every experience, every page type, and every location without breaking.
I built the components, patterns, and brand foundation that the website, the ticketing flow, the experience pages, and the internal tool all draw from. One system holds the whole product together and lets it grow.
Launch & Wins
Netflix House launched two permanent locations in 2025: Philadelphia at King of Prussia, and Dallas at Galleria. The digital experience I designed is the front door to both, and the system behind it is built to power every location that follows.
WINS
2
physical locations opened
10+
Netflix franchises brought to life
1/100
TIME's World's Greatest Places 2026
Netflix House Philadelphia
Netflix House Dallas
The World’s Greatest Places of 2026
Netflix House was named to Time Magazine's World's Greatest Places list. The recognition honors the immersive entertainment venues where fans can step directly into their favorite series with interactive experiences, themed dining, and retail.
Tudum Redesign & Localization
Project 2
COMING SOON
Role: Design Lead
Year: 2026
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