ROCKSTAR PARKS A PINK AND BLUE CHEETAH IN SELFRIDGES

Rockstar Games and Selfridges have turned the department store's Corner Shop into Vice City ahead of Grand Theft Auto VI, and the centerpiece is a pink and blue Grotti Cheetah supercar parked in the window on Oxford Street. The takeover runs until the end of November, so it spans the game's November 19, 2026 launch on PlayStation 5 and Xbox Series X and S. Dezeen's Cajsa Carlson reported the takeover, with photographs by Carlson and Rockstar Games.

A Supercar Finished in Two Colors

The car in the window is a reproduction of the Grotti Cheetah, a fictional supercar from the Grand Theft Auto world, and it is painted pink and blue. Grotti is the in game maker, so the window is selling a badge that exists only inside the series.

Pink is doing most of the work across the campaign. The Miami Heat's Vice City jersey is black with pink and white trim and six pink stars near the hem, made with Rockstar, Nike and Travis Scott's Cactus Jack for a November 18 game against the Bucks. The Selfridges car carries the palette off the court and onto a London pavement.

Artworks and Animations on the Facade

Until the end of November the store's facade is lit with artworks and animations from the game. That makes the takeover a night piece as much as a shop window: the building itself becomes the screen, and the Cheetah is the one solid object in front of it.

Inside, the Corner Shop sells Grand Theft Auto VI clothes and accessories. The products have not been itemized, so the range is still to be seen. What is clear is the format. A department store gave a corner of its flagship to a game that has not yet launched, and sells merchandise for it before anyone can play.

The Corner Shop Is a Rented Stage

Selfridges describes the Corner Shop as its permanent pop up space, a rotating line up of retail concepts. The tenants have changed fast. Swedish interior designer Gustaf Westman took it over in July 2026. Then Stone Island's Collector Series held the space from September 21 to November 6, when eight independent collectors ran the shop with a modular interior by Willo Perron. Earlier editions included a Formula 1 pop up and a Dior pop up.

Against that run, Rockstar is the loudest tenant by volume of spectacle. Stone Island sold vintage jackets one curator at a time. Rockstar is lighting an entire facade.

GTABoom reported that Selfridges had teased a world of Grand Theft Auto VI at the flagship starting November 9 and pointed members of its Selfridges Unlocked scheme toward it.

Vice City Was Already in the Windows

The Cheetah is not the first time Vice City has appeared on Oxford Street this season. Selfridges unveiled its Christmas windows in October with scenes inspired by New York, Paris, Tokyo, Bangkok, Rio de Janeiro, Lagos and London, and one window went to Vice City, a fictional city set among the ones on a map. Retailers usually give Christmas to Santa. Here a made up Florida city got a window beside Paris.

Vice City itself dates to 2002. Grand Theft Auto: Vice City was released on October 29, 2002, and Rockstar brought its Flash FM station back in the six radio stations it revealed on October 8 for the new game. The shop window is that city, 24 years on, under a department store's lighting.

Hammersmith to Oxford Street

Rockstar was founded by brothers from Hammersmith in West London, Sam and Dan Houser, and both had left the studio by 2020. A studio founded by Londoners, with a game set in a fictional Florida, has now taken over a corner of Oxford Street.

The rollout has moved through every channel at once. Pre-orders opened on June 25, 2026, so the game has been on sale on promise alone for months, and the merchandise now follows it into the shops. A 34 track soundtrack album arrives November 19 with the game, six radio stations have been named, an NBA team has a Vice City uniform, and now a department store has a Vice City window and a pink and blue car. The Selfridges takeover is the first of those pieces a London shopper can walk up to and touch.

The Cheetah stays in the window until the end of November, eleven days after the game it advertises goes on sale.