NETFLIX, WEDNESDAY

For the promotion of Wednesday, IT’S YES produced an immersive activation for Netflix, developed in collaboration with Paloma. Installed in Westfield Mall in the Netherlands, the experience ran for a full week, welcoming up to 3,000 visitors per day into the dark, iconic world of the series.

The activation was built around two parallel visitor flows. One side featured a photo experience with a spiderweb window, placing visitors directly into the Wednesday universe. The other introduced the “Thing Spa”, where guests could receive a themed hand treatment inspired by the show’s character. Live actors and cello musicians, produced by WE MAKE YOU HAPPY, completed the atmosphere and brought the space to life.

IT’S YES handled the full technical development and scenic build, translating the creative concept into a detailed, walkable environment. The installation combined wood and steel structures for architectural elements such as the house façade, gates and windows, enriched with trees, gravestones and custom scenic detailing. 3D-printed elements, including gargoyles, added an extra layer of precision and authenticity.

Lighting was used to reinforce the moody, cinematic atmosphere, while maintaining full control for a high-traffic public environment. At the same time, the airport level safety and fire regulations of the venue required advanced material choices and technical expertise to meet the highest standards.

Built in-house and installed overnight, the project delivers a fully immersive brand world that balances creative storytelling with technical execution, meeting Netflix-level expectations in both detail and durability.

Photos by Rachel Ecclestone.