MIAMI—Not your average Halloween pop-up, Stranger Things: The Store launched in Miami’s own Aventura Mall this week, on Oct. 26. The 5,000-square-foot retail-meets-Instagrammable concept is on its sixth stop, with previous runs in New York, Los Angeles, Chicago, Paris, and Dallas. In fact, its residency in the Big D was slated to end in June, but its popularity propelled an extension at Grapevine Mills through end of year.
“Miami felt like a natural next step,” says Greg Lombardo, the vice president and head of live experiences for Netflix, home of the popular TV series on which the store is based. “Given the city’s diverse and lively landscape, we couldn’t be more excited to allow locals and visitors alike to step into the Stranger Things world. Aventura Mall is the perfect backdrop for Stranger Things: The Store as it is the premier shopping destination in Miami and South Florida, and one of the most highly trafficked shopping centers nationwide.”
Guests can snap photos and videos alongside a Demogorgon, the famed monster from the Upside Down.Photo: Courtesy of Netflix
In terms of the concept, Lombardo says the goal was to reinvent the typical retail experience as one that is engaging, interactive, and memorable—all in partnership with Three Ten Merchandise and Black Sky Creative. “We wanted to create something that allows our fans to fully immerse themselves into the show they love by way of photo moments in some of the most recognizable sets and scenes from the series," he explains.
Fans of the show can stroll through Joyce’s house and into her iconic living room to sit on the famed couch, complete with alphabet-scrawled retro wallpaper and hanging Christmas lights. (Will, you there?)Photo: Courtesy of Netflix
First, take the tour. Walk in or make a reservation online to skip the line. Enter the pop-up through a set of black curtains greeted by the show’s neon-red signage. Then, step into Joyce’s House and sit on the iconic living room sofa, stroll through Starcourt Mall, play free games (no tokens necessary) at Palace Arcade, and pose with a Demogorgon, the iconic monster from the Upside Down. Keep an eye out for ‘80s replicas of General Mills cereal boxes—Lombardo calls them “true fan favorites,” which double as both interactive elements and collector’s items.
Then, go shopping. Peruse merch capsules from some of the show’s most popular settings, including The Lab, Scoops Ahoy, and Rink-O-Mania. For a more personalized experience, visit the customizable apparel station, where you can hand-select your items of choice via touch screen—they are then produced and shipped to your door within two weeks.
Inside the pop-up sits Palace Arcade, where visitors can play games like Ms. Pac-Man, Centipede, and Dig Dug—no tokens required.Photo: Courtesy of Netflix
“We find that one great way to really engage with our fans is to have unique offerings you can’t get anywhere else,” Lombardo shares. “This is yet another interactive component that gives our guests the opportunity to take home custom merchandise that is personal to them.”
Available items for purchase include Starcourt Mall T-shirts, totes, and reusable cups.Photo: Courtesy of Netflix
Finally, it’s no coincidence that this newest locale is debuting in Miami just days before Halloween, where there’s a section dedicated to Stranger Things Halloween costumes. For those who can’t make it before trick-or-treating, fret not. The store will be in full swing for Stranger Things Day on Nov. 6, and through the holiday season—expect Christmas- and Hanukkah-themed items stocking the shelves very soon.
