Netflix Live Experiences Chief Greg Lombardo Has Left
The executive who led the streaming giant's brick-and-mortar expansion departs after seven years.
Updated on Oct. 9, 2026 in Television
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Greg Lombardo, the executive who served as head of live experiences at Netflix, has stepped down from his position. During his seven-year tenure, Lombardo oversaw the launch of physical Netflix House locations in Philadelphia and Dallas.
Why it matters
Lombardo played a pivotal role in transitioning the streaming service into the world of tangible, real-world entertainment activations. His work helped establish a new brick-and-mortar retail and experience strategy for the company.
Lombardo directed the creation of immersive activations for hit series including Stranger Things, Wednesday, Squid Game, and The Queen's Ball: A Bridgerton Experience.
The players
Greg Lombardo
He is the former vice president of creative and production for global experiences who led the development of Netflix's live events.
Netflix
It is a global streaming entertainment service that has recently expanded into physical retail and immersive live experience venues.
The details
As vice president of creative and production for global experiences, Lombardo shepherded projects that brought digital content into physical spaces. These efforts include the upcoming KPop Demon Hunters experience, which is slated to arrive at Netflix House sites later this year.
Timeline
Greg Lombardo joined Netflix in 2019.
Lombardo officially left the company in October 2026.
KPop Demon Hunters activations are expected to debut later this year.
Industry Dynamics
This move follows a broader industry trend where major streaming platforms are increasingly pivoting toward physical brand activations to maintain subscriber engagement. These permanent retail venues represent a strategic effort to extend intellectual property beyond the screen.
Consumers planning to visit Netflix House locations should monitor the site for updates on upcoming activations like KPop Demon Hunters. The leadership change may signal shifts in how these physical experiences are curated and accessed in the future.
The takeaway
The departure of a key architect behind physical activations highlights the ongoing experimentation with hybrid retail models in the entertainment industry. Readers interested in these immersive events should check local venue schedules for updates on future content rollouts.
What happens next
KPop Demon Hunters is scheduled to be available for exploration at Netflix House locations later this year.
Further reading
For more on the evolving business strategies of streaming platforms, visit the Television section.
Live Poll
Do you enjoy visiting immersive experiences built around your favorite streaming TV shows?
