Selfridges transforms into Vice City for Grand Theft Auto VI
The Corner Shop at Selfridges London becomes an immersive homage to the game's neon soaked landscape, complete with limited edition merchandise and a façade that shifts colour from dusk to night.
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The Corner Shop at Selfridges London has become a portal into Vice City, the fictional metropolis that pulses through Grand Theft Auto VI. A neon sign reading ‘Welcome to Vice City’, rendered in hot pink and turquoise, glows from the storefront, flanked by a tropical palm tree executed in vivid green neon and a cardboard Grotti Cheetah rendered in fiery red. The display evokes the game’s signature aesthetic: that humid, electric fever dream of the Eighties, all chrome and cotton candy shadows.
The Corner Shop holds limited edition GTAVI merchandise alongside exclusive collaborations designed for the occasion. From 19 November, a Grand Theft Auto VI Collector’s Box joins the offering. The store’s exterior façade lights up and transforms across the day and night cycle, mirroring the game’s own temporal rhythm, so that the space reads differently at dusk than it does in the small hours.
The experience extends beyond London. The Corner Shop operates across Selfridges’ Birmingham and Manchester locations, each holding the same curated selection of merchandise while stocks last. The collaborations and limited edition pieces available here represent a rare moment where high street retail and gaming culture converge in physical space, rather than existing in separate worlds. The window itself becomes a frame through which the neon soaked vision of Vice City leaks into the everyday streetscape.
To explore the full range of GTAVI merchandise, exclusive pieces and the Collector’s Box, visit The Corner Shop at Selfridges London, or head to the Birmingham or Manchester locations.
Imagery courtesy of Selfridges (@theofficialselfridges).