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Merging digital neon nostalgia with Oxford Street luxury, the gaming titan drops a 50-piece collection, a full-scale Grotti Cheetah, and a giant Gator installation.
When virtual open-world empires crash head-on into the physical luxury landscape, traditional department store windows turn into surrealist cinematic sets. Ahead of the year’s most anticipated software release, Rockstar Games has officially partnered with Selfridges to teleport Grand Theft Auto VI’s neon-soaked universe straight into the heart of London.
Running through November 28, the takeover commandeers the iconic Corner Shop into an authentic slice of Leonida—featuring a color-changing animated facade, a working replica of the Grotti Cheetah supercar, and a towering 10-foot Macca the Gator installation. At the center of the experience is an exclusive 50-piece capsule comprising Vice City jerseys, varsity jackets, graphic tees, and luxury accessories, alongside unexpected gear like a Winmau dartboard, a Members Only jacket, and a Hedley & Bennett Burger Shot apron. As part of Selfridges’ wider Christmas & the Cityholiday campaign, the collaboration also serves as the exclusive UK physical stockist for the limited-edition Collector’s Box.
PHOTO CREDIT: Selfridges