Netflix is aiming to open permanent retail homes where fans can immerse themselves in its shows and movies.

Called Netflix Houses, these venues will feature shops and themed dining options, and they could expand to include other experiences, like a Squid Game-inspired obstacle course, for example. Netflix’s plan is to open the first two venues in the US by 2025, followed by international rollouts.

The streamer previously created more than 40 pop-up stores and restaurants worldwide for shows including Stranger Things (pictured) and Bridgerton, but the Netflix Houses will be its first permanent locations. The priority for these venues is marketing and building fandom, not driving revenue, said Ted Sarandos, co-CEO of Netflix, in an interview with Bloomberg.

Netflix is battling with competitors like Disney+ and Paramount+ to win over family viewers as more streamers emerge and prices rise. Netflix launched a lower-priced, ad-supported tier at the end of 2022, and this year the company’s revenue and subscriber numbers have been climbing. In Q2, the streamer reported that it had more than 238 million paid subscribers globally, achieving a revenue increase of 2.7% to US$8.1 billion compared to the year before.