Netflix Stores.

Having experimented with both IP-lead and cross-IP pop-up retail formats, Netflix is now defining a scalable and permanent brick-and-mortar retail concept.

This will exist as both a standalone retail format, and as part of Netflix House - a new immersive retail concept that invites fans into ticketed experiences based on the worlds they love (think playing Red Light, Green Light in real life).

We were tasked with creating an inspiring retail vision to shape this concept.

As lead strategist on the project, I worked with a multi-disciplinary strategic and creative team to develop a concept vision, including hypotheses for the following:

• Unifying North Star ambition for what Netflix stores will deliver for both consumers and the business;

• Consumer Muse, Mindsets and Shopper Types focused on delivering for fans and lifestyle consumers alike;

• Store Concept, capturing the creative vision for retail across store typologies and markets;

• Experience Principles and Design Filters for retail execution;

• Signature Experiences and interactions;

• Storytelling Framework to inform the modes and levers of storytelling programming in-store to create store that evolves with culture and Netflix content;

• Product & Merchandising thought starter exploration in the context of the concept vision;

• Measurement exploration for commercial, experiential, and fandom impact.