Selfridges transforms into Vice City this November
The London department store becomes the epicentre of Grand Theft Auto VI's universe from 9 November 2026, with an immersive experience that brings Rockstar Games' most anticipated release to the physical world.
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Selfridges is stepping into the neon drenched landscape of Vice City. From 9 November 2026, the Oxford Street flagship transforms into an experiential destination devoted entirely to Grand Theft Auto VI, Rockstar Games’ upcoming instalment in the legendary franchise. The collaboration marks a significant moment for the department store, which has long positioned itself as a cultural vanguard capable of translating digital phenomena into tactile, inhabitable spaces.
The activation arrives as the gaming world awaits the release of Grand Theft Auto VI, and Selfridges has crafted an environment that extends beyond the traditional product launch. Visitors will enter a world conceived by one of gaming’s most visionary studios, with the store’s carefully curated interiors channelling the chaos, style and saturated colour palette synonymous with Vice City. The neon signage visible across promotional materials signals an aesthetic rooted in 1980s excess and contemporary digital culture.
Those seeking exclusive access and early intelligence should consider joining Selfridges Unlocked, the store’s membership programme, which offers members advance notice of activations and curated experiences alongside regular retail privileges. The membership ensures devotees of both gaming and contemporary luxury retail can navigate the experience with the insider knowledge the moment demands.
Selfridges, Oxford Street, London, welcomes visitors from 9 November 2026.
Imagery courtesy of Selfridges (@theofficialselfridges).