Key Points
- Rockstar Games and luxury retailer Selfridges launched an exclusive Grand Theft Auto VI retail activation.
- Running from 9 November to 28 November 2026, the pop-up spans flagship stores including Selfridges at Bullring, Birmingham.
- The retail range features more than 50 exclusive apparel and lifestyle items, from Burger Shot aprons to a £2,500 Goodtime State varsity jacket.
- A real-life Grotti Cheetah sports car customized by West Coast Customs is on display and listed for sale at £1 million.
BIRMINGHAM (Birmingham Express) November 10, 2026 – Rockstar Games has launched a major real-world marketing activation for Grand Theft Auto VI across the United Kingdom, bringing neon-lit Vice City branding to Selfridges at the Bullring in Birmingham alongside London and Manchester branch locations.
The limited-time retail takeover features exclusive streetwear collaborations, in-game brand merchandise, and a custom £1 million Grotti Cheetah supercar engineered by West Coast Customs. Running through 28 November 2026, the activation marks the primary physical retail experience supporting the upcoming release of Grand Theft Auto VI on 19 November 2026.
What Is Included in the GTA VI Selfridges Retail Collaboration?
As reported by Sophie Caraan of Hypebeast, the pop-up features over 50 exclusive apparel and accessory lines created specifically for the physical retail takeover. The product line-up spans official video game merchandise and high-fashion luxury partnerships.
According to Caraan’s coverage, the collection includes “I Heart VC” graphic t-shirts, silk scarves featuring palm tree and gator prints, Burger Shot takeaway leather bags, and branded Winmau dartboard sets. High-tier apparel items include an exclusive Members Only sports jacket alongside a flagship Goodtime State varsity jacket priced at £2,500.
As reported by Kirk McKeand of IGN, the opening day drew substantial demand across retail locations. McKeand stated that “launch saw queues of over 100,000 people and some of the items have sold out as a result,” noting that the £2,500 varsity jacket sold out online shortly after opening.
How Can Fans Purchase the Real-Life Grotti Cheetah Supercar?
As reported by Aaron Trueman of RockstarINTEL, the centerpiece of the physical installation is an authentic real-world version of the iconic Grotti Cheetah sports car. The vehicle was customized in collaboration with legendary automotive modifiers West Coast Customs and finished in Vice City’s signature pink and blue colors.
According to Trueman, the vehicle was flown in following commercial promotional shoots to serve as a flagship display piece. The vehicle has been listed for sale at £1,000,000 and is available for purchase exclusively through Selfridges Personal Shopping services.
What Is the Background to the Vice City Bullring Activation?
The partnership between Rockstar Games and Selfridges represents one of the largest physical retail promotional campaigns in video game history. Grand Theft Auto VI is set in the fictional state of Leonida, anchored by Vice City—a fictionalized depiction of Miami, Florida.
Prior to the UK takeover, marketing efforts were heavily concentrated in Florida, including a glowing “Welcome to Vice City” installation on the exterior of Miami’s Kaseya Center. Bringing the physical store takeover to Selfridges in London, Birmingham’s Bullring, and Manchester provides UK consumers direct physical access to merchandise ahead of the global game launch on 19 November 2026.
How Will This Development Affect Gaming Fans and Retail Shoppers?
The launch of the Vice City retail experience directly impacts gamers, fashion collectors, and retail visitors at Bullring Birmingham in several key ways:
- High In-Store Footfall: Visitors to the Bullring and participating Selfridges locations should expect increased queue times and high foot traffic during peak shopping hours throughout November.
- Limited Purchase Controls: To combat unauthorized resale, physical retail sites have enforced strict customer purchase caps, limiting shoppers to six individual items per person with duplicate item purchases prohibited.
- Exclusive Physical Availability: As online store inventories sell out rapidly, visiting regional locations like Selfridges Birmingham provides one of the few remaining physical channels for fans to secure limited-run Grand Theft Auto VI collectibles prior to release.
