Netflix to Open Pop-Up Store at L.A.’s The Grove, Featuring Limited-Edition Merch — and a Life-Size Vecna
variety.comTodd Spangler NY Digital Editor Netflix this week is opening the doors on a new retail destination for Angelenos to drop cash on merchandise based on the streamer’s hit shows — as well as get a full-frontal look at “Stranger Things 4” super-baddie Vecna and other characters.
The Netflix pop-up shop at The Grove shopping complex in Los Angeles is set to open on Thursday, Oct. 13. Within the 10,000-square-foot space, Netflix’s original entertainment franchises will “come to life through colorful, photo-ready vignettes,” the company said, featuring life-size versions of characters and artifacts including Vecna; the terrifying Young-Hee robotic doll from “Squid Game”; and Queen Charlotte’s throne from the “Bridgerton” prequel.
The pop-up shop at The Grove is Netflix’s first multi-title brick-and-mortar destination. Like Netflix’s boutique ecommerce storefront and pact with Walmart, it’s aimed as much at boosting buzz for the streamer’s originals and catering to superfans as it is designed to generate incremental revenue.
Netflix at The Grove will remain open to the public through Jan. 6, 2023. The new store will feature limited-edition merchandise, according to Netflix.
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