Netflix Turns Mall Department Stores Into Immersive Playgrounds

You can spot the telltale red hue from several parking lots away as you approach the mall. Netflix Red — the color millions of Americans see each night before dozing off — is splashed on the side of the King of Prussia mall in the Philadelphia suburbs. It marks the portal to Netflix House, the streaming entertainment company’s new permanent brand activation/movie theater/retail outlet, which opened last month.

The 100,000-square-foot space, built from the bones of a shuttered Lord & Taylor department store, is the first of three Netflix Houses launching in US cities. The second opened this week in ...