Rockstar Games has launched a high-profile Grand Theft Auto VI marketing takeover inside London's iconic Selfridges department store. The retail activation transforms part of the shopping venue into an immersive Vice City storefront complete with neon styling and branded displays.
Shoppers visiting the venue encountered an authentic Miami-style supercar brought in and parked directly across the showroom floor. Rockstar appears to be ramping up real-world experiential advertising as global anticipation for the open-world crime epic continues to mount.
Grand Theft Auto VI remains scheduled to launch in late 2025 for PlayStation 5 and Xbox Series X|S. If you happen to visit London, the promotional pop-up offers fans an early physical taste of the sun-drenched Leonida setting before launch day arrives.
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