Selfridges Launches Grand Theft Auto 6 Merchandise Store

GTA 6 Pop-Up Store Details

Selfridges London has launched a Grand Theft Auto 6 pop-up store featuring more than sixty items of merchandise, including a £2,500 varsity jacket. According to Video Games Chronicle, the store opened on November 9, 2026, and will run until November 28.

The store, located on Bond Street, showcases themed displays, including a fictional sports car in one of its window displays. The outside of the store has been lit in GTA 6 colors, creating an immersive experience for visitors.

Merchandise items available include t-shirts, caps, bags, mugs, dart boards, pins, basketball sets, keychains, luggage tags, and more. Notably, more than half of the items are exclusive to Selfridges.

Online Sales and Popularity

Simultaneously, the merchandise went on sale via Selfridges’ online store, attracting significant attention with queues reportedly exceeding 100,000 people. Some items are already sold out online, indicating high demand.

The GTA 6 activation at Selfridges is part of a broader marketing campaign for the game, which has included various promotional events in cities worldwide, particularly in Miami, the inspiration for the game's fictional Vice City.

Miami's Transformation and Promotions

In recent weeks, Rockstar has been transforming Miami into a real-life version of Vice City, featuring in-game restaurant chains, advertisements for Weazel News, and sports cars. This initiative aims to enhance the game's promotional efforts ahead of its launch.

Additionally, the NBA team Miami Heat is set to rebrand as 'Vice City' for an event called 'A Night In Vice City' on November 18, 2026, the eve of GTA 6's launch.