Netflix Store at the Egyptian

Project Overview

Netflix entrusted our team to design and fabricate their first IP agnostic, permanent retail destination, located within the historic Egyptian Theatre on Hollywood Boulevard. Our core challenge: How do we unify disparate IPs into a cohesive brand experience while honoring the theater's iconic architecture? Our solution drew from Netflix’s own digital "pixel" language, translating UI elements into physical space.

In collaboration with Stories Illuminated and Cryptic Industries, we produced 13 intricate interactive dioramas—or "pixels"—celebrating fan-favorite titles. To ensure long-term versatility, we developed bespoke wall fixtures integrating adaptive lighting, environmental graphics, and media, allowing the store to evolve alongside Netflix’s ever-changing content library.