A well-known British shopping destination has turned part of its London flagship into a GTA 6 showcase ahead of the game’s November 19 launch. The effort is far more than a small exhibit, with Rockstar and the store going all in for the occasion.
At the front of the installation on Oxford Street, a blue Grotti Cheetah Classic sits in the window, matching the vehicle used in Miami-style promotion for GTA 6. Across the store, VI signs and Vice City style visuals appear throughout the display.
There are more than 60 GTA 6-inspired products available, ranging from apparel to luggage tags. The priciest item is a limited Goodtime State Varsity Jacket, listed at £2,500, or about $3,355.
The GTA 6 setup opened at the Bond Street location this morning, alongside the launch of the online merchandise range. Shoppers can find basketballs, bags, mugs, and many clothing choices.
The opening drew enormous crowds, with queues reaching over 100,000 people, and some items have already sold out. Even so, wait times have eased, and many pieces remain exclusive to the store, making them especially appealing to collectors. At publication time, the £2,500 jacket was no longer available.
This marks the first major UK promotion of its kind. Before this, Rockstar concentrated most of its attention on Miami, the city that inspired GTA 6’s Vice City setting.
In September, Rockstar spent nearly $1 million to place a huge glowing Welcome to Vice City sign above the Miami Heat’s arena, the Kaseya Center. The venue is also set to host a unique NBA matchup backed by Rockstar Games.
On November 18, the Miami Heat will face the Milwaukee Bucks during a regular-season matchup on a Vice City themed court, wearing never-before-seen uniforms inspired by GTA 6. The arena will also sell Vice City merchandise, with Rockstar and the NBA calling it a night in Vice City.
There is still plenty more GTA 6 coverage to explore before the November 19 release, including an unexpected gameplay moment in a recent South Park episode, how one of the game’s biggest systems takes its name from a cherished GTA 4 meme, and how the map opens up fairly early for free roaming.
- Selfridges has launched a GTA 6 takeover in London.
- More than 60 themed items are on sale, including exclusive clothing.
- The £2,500 varsity jacket has already sold out.
- Rockstar also staged a major promotion in Miami.
The screen has evolved into one of the most eye-catching game promotions in London, blending luxury retail with the world of Vice City in the run-up to release.