Rockstar Opens a GTA 6 Pop-Up Inside Selfridges in the UK

The Vice City takeover has reached Oxford Street. Grand Theft Auto VI now has its own pop-up inside Selfridges, the London department store, where Rockstar Games has filled The Corner Shop with exclusive Vice City merch to mark the launch. We said this was coming when Selfridges teased it last week. It officially opened on November 9 and the prices are definitely something.

The collection runs to around 60 items and the spread is wild. At the top sits the Goodtime State Varsity Jacket at £2,500, a Selfridges exclusive you cannot buy anywhere else. Meanwhile, a black varsity jacket goes for £1,750. A little further down the price range and there is a Vice City Manatees starter jacket at £280, a Burger Shot apron made with Hedley & Bennett at £250 and a Vice City Narcos mini basketball set at £150. At the bottom, enamel pins, socks, caps and tees start around £5, so the door is open whether you came for a keepsake or a £2,500 flex.

Selfridges is not being coy about who is behind it. The store's official Grand Theft Auto VI collection page reads, "To launch Grand Theft Auto VI, Rockstar Games has brought Vice City to Selfridges," calling the pop-up a "world exclusive at The Corner Shop" of "exclusive fashion collaborations and limited-edition GTA merchandise you won't find anywhere else." The store is selling the game too, a PS5 code-in-box, right alongside the apparel.

The pop-up is the centrepiece of a wider Vice City moment at the store. Selfridges has given over one of its famous Oxford Street windows to a Vice City Christmas display, part of the official "Christmas and the City" campaign that store CEO André Maeder has fronted. On launch day the store ran a six-hour NTS radio takeover titled "The Sound of Vice City: Live From London", pushing the game's world out onto the airwaves before anyone could play it.

When we covered the teaser, Rockstar's exact role was unclear and we said as much. The retailer's own page settles it, naming the publisher as the force behind the pop-up, with the collaboration carrying the official Grand Theft Auto branding. Rockstar's own channels are still quiet. Take-Two Interactive and Rockstar have not pushed this on the Newswire the way they did the trailers or the main merch drop, so for now it's more of a Selfridges-run activation with Rockstar's blessing and branding.

Unfortunately, one thing the pop-up is not is a playable demo. Nothing from Selfridges or Rockstar points to gameplay stations or a hands-on build on the shop floor, so do not turn up at Oxford Street expecting to drive around Leonida early. It is purely a merchandise partnership, a Christmas window and the game on sale, an experience built around the world of the game rather than the game itself. Whether the collection ships internationally or stays a London-and-UK affair is not spelled out either, though a US version of the collection page lists dollar prices, so overseas fans may get a look in.

Selfridges is the glossiest stop on a promotional run that has turned real places into Vice City for weeks. Rockstar lit up Miami first, from a giant logo on the Kaseya Center to plane banners over South Beach, the Miami Heat playing a night as Vice City and a club rebranding as an in-game venue. London is the European flagship of the same idea, and it comes with a price list that makes the $1,700 it takes to buy everything Rockstar is selling directly look restrained, since one jacket here tops the entire official store.

For a series that began as a top-down crime game, having one of the world's most famous department stores hand over its windows and its Corner Shop is a marker of how far it has travelled. Vice City is not open yet, but for the price of a luxury coat, a slice of it is on sale in central London right now.