Netflix revealed plans for its upfront presentation—which it is calling an immersive experience—after skipping the in-person dog-and-pony show last year. 

While TV networks have historically spent upfront week plying advertisers with celebrities and cocktail parties, Netflix is taking a different approach. At its upfront event, a come-as-you-please activation, advertisers will journey into the streamer’s top shows.

Netflix announced today its upfront will center on what it is calling “The Netflix Experience,” an immersive activation at New York’s Pier59 Studios. The event, which will be open to Netflix ad partners all day on May 16, will feature different rooms themed for top Netflix hits. Teased in the announcement were “Stranger Things” and “Squid Games” activities, as well as Netflix Bites food and comedy via a Netflix is a Joke room themed for the streamer’s comedy festival.

The streamer will also host a smaller first-look presentation for advertisers on the afternoon of May 15.

This event will mark Netflix’s first in-person upfront after its presentation last year was switched to a virtual format at the last minute due to concerns related to the Writers’ Guild of America strike. Despite the deflated hype over the lack of in-person festivities, Netflix’s streamed presentation was a success, according to media buyers.

This year, all eyes will be on the streamer once again as it stacks up against upfront week mainstays for the first time in person, including another new entrant, Amazon Prime Video, which began selling ads on its platform earlier this year.