If any company can lay claim to having completely disrupted how we consume entertainment media, it is Netflix. Launched in 1997 with mail-order DVD rentals, it subsequently evolved into streaming services in 2007, and quickly came to dominate what was an entirely new way for viewing content.
But now the company has stepped into a different pond with its Netflix House Dallas, which opened last December. One of only two in the nation (the other opened in suburban Philadelphia), it occupies the space vacated by Belk department store at the Galleria. It completely fills the two-story building, and features attractions based on the streamer’s iconic shows, along with arcade games, merchandise, and a cafe and bar with menu items inspired by its impressive catalog.
If cool merch is your thing, bring your credit card (the facility is cashless), because the Bridgerton, Outer Banks, Squid Game, and Stranger Things apparel, collectibles and accessories will have you drooling. I couldn’t resist.
The Galleria is located adjacent to the intersection of I-635 and the Dallas North Tollway. Lodging, dining and shopping options are abundant.
Immersive entertainment is all the rage these days, including destinations like Cosm Dallas, the shared reality sports viewing venue in The Colony, and the Museum of Illusions Dallas and Meow Wolf Grapevine’s The Real Unreal. It’s about inserting yourself into a time and space that suspends reality.
But Netflix House takes that immersion and stirs in a huge dollop of brand-name reinforcement. In a strange kind of way, the company has now embraced brick and mortar. Funny how things have a way of circling back.
Admission to the building is free. The cafe, bar, arcade and gift shop occupy the top floor and can be accessed from the mall’s interior. However, the fee-based marquee attractions are located on the first floor, with access from the outside as well as an interior stairway.
Squid Game: Survive the Trials and Stranger Things: Escape the Dark are on tap for the moment, but Netflix promises to revise the offerings periodically, ranging from updates to completely new attractions. Tickets for each attraction range from $39 to $45, depending on the time and day of week. I strongly advise buying tickets online prior to arrival, because availability is limited for the various time slots. The newness of Netflix House means this place is packed.
The Squid Game attraction allows 24 guests to enter at a time, with each person getting a numbered bracelet that has a chip. It truly is a competition, with a winner of the five challenges declared at the end. That winner gets a small gift, but that is not the purpose of participating. No, it is to get the feeling of being in Squid Game, but without … ahem … the bullets.
Photos are allowed inside the game rooms, but with discretion. The Pink Guards lend an imposing air of authenticity, and the recognizable squares, triangles and circles on their masks make you feel like you just stepped onto a film set. Or a life-and-death game.
I won’t spoil it too much, but I will concede that Red Light Green Light is one of the games. Just like on the show, you have to be on point. That chip bracelet you’re wearing can detect every tiny movement, and let’s just say I heard, “Player No. 23, you have been eliminated.” No points for me in that game, and I lost some ground on the leader board. All told, the attraction lasted about 45 minutes.
As for Stranger Things, it is more a quest than a competition. No photos are allowed because it is played in near darkness. Forty guests are allowed at a time, each one with a tiny flashlight to help navigate through earthquake-stricken Hawkins, Indiana, in search of three young people. Clues are left everywhere in what essentially is a miniature film set, including houses and outdoor scenes. The attraction then morphs into what feels like a haunted house, encountering Vecna along the way. After an hour, the adventure ends.
We spent five hours at Netflix House, including the two marquee attractions, wait time to get into each, shopping for merch, playing arcade games, and having an adult beverage. We skipped the cafe, which is arguably the weakest link in the whole proposition. It was rather basic, while everything else left us in awe.
The burden is on Netflix to change things up on a regular basis, to keep people coming back. The immersion was good, and I will return. Brush up on your knowledge of these shows, and make your way to Dallas!
