Netflix Platform Playbook Concept Experience

The goal of this project was the design of a program that honored the fan experience, highlighting critical touch points, and giving form and texture to the aesthetic of the space. While the locations and sizes of distinct Platforms vary around the world, their soul and substance doesn’t change.

The approach was to preserve the character of the existing spaces as the raw base and then add minimal touches to transform these buildings into “reclaimed” envelopes. It was decided that a warm industrial approach would serve best as a neutral aesthetic foundation for layered IP activations, specific to each location.

This Playbook was created for three (3) locations, Chelsea Piers, in New York, Grandscape and Galleria in Texas. It acts as guidance for building other future Platforms.

The façade acts as a signpost, building awareness for the live experiences as well as the brand. It is an opportunity to build anticipation through moments of surprise and delight, while disrupting expectations in an ownable and unexpected way.

We thought of kit of parts to treat facades, such as using the Netflix "N" in a compelling and unconventional way, where it feels integrated into the architecture of the building. Streams should be used to drive recognizability and add a sense of movement to the facade; the use of fin-like lenticular applications help bring a digital brand element to life in an analog way. Marquee signage brings a theather element to the look and feel, while allowing to swap communications when needed. Colored glazing and faux neon light fixtures allow to add an additional layer of color to the façades.

Building Anticipation at the Arrival

We thought of using custom Events Signage at the Main Entrance to build anticipation for the upcoming events, showcase locality and provide orientation. The goal was for guests entering Platform to feel greeted, have a multi-sensory experience of the brand (Netflix) while being able to navigate the space.

As part of the Arrival experience, brand ambassadors will be at the entrance to greet guests to Platform and help them digitally book experiences if needed. There will be digital signage showcasing the current X-stage offerings, with general ticket availability/show times if relevant.

Navigating the Space

The signage grounds the visitor in the space and makes even the smallest moments feel considered and warm.