Selfridges Turned Its Oxford Street Corner Shop Into Vice City, With a £1 Million Cheetah in the Window and a £2,500 Jacket That Sold Out Before Lunch

Londoners walking down Oxford Street on Monday morning found that Selfridges had changed overnight. The Corner Shop, the rotating retail space at the Duke Street end of the flagship, had become Vice City: pink and teal signage, palm silhouettes, a sports car in the window and racks of clothing carrying brands that do not exist. The doors opened at 10am. The online store went live at the same time.

Nobody had been told. Selfridges had teased “the world of Grand Theft Auto VI” on Instagram and dressed one Christmas window as a Vice City street scene, Burger Shot cup included, but the shop itself simply appeared. Rockstar’s own channels had said nothing when the doors opened. The store’s copy calls it a “world exclusive at The Corner Shop” and puts it plainly: “To launch Grand Theft Auto VI, Rockstar Games has brought Vice City to Selfridges.”

The queue did the rest. Within the first hour the online waiting room showed more than 100,000 people, and by mid-morning the £2,500 jacket was gone, along with most of the pieces marked Selfridges exclusive. Some sizes survived into the afternoon. The expensive and the strange went first.

Around 60 items, and the spread is wide on purpose. There are four in-game brands doing the work: Burger Shot, with a full staff uniform of work shirt, trousers, visor, apron and a leather version of the takeaway bag; the Vice City Manatees, the game’s American football team, with a helmet, a starter jacket, a ball, socks and a plush; the Vice City Narcos basketball side, with a snapback, a crossbody bag and a mini hoop; and Goodtime State, the licence-plate slogan, on tees, a mug and the jacket everyone is talking about. Around them sit plain Rockstar and VI logo pieces, silk scarves with palm and gator prints, beach towels, a frisbee, keychains and a cigar ashtray.

More than half the range is exclusive to Selfridges, which is the part that will matter once the first restock lands. The datamined merch catalogue from September listed Manatees socks and a Manatees football among its 55 items, so some of this has been in the pipeline for a while. The rest of that list has not surfaced yet.

The window is a blue Grotti Cheetah Classic, a real one, the same car that spent October being photographed around Miami after West Coast Customs built it. And it is for sale. Most people treated it as set dressing for the first few hours, until the Selfridges listing surfaced: “Painted in Vice City’s signature pink and blue hues, this customised retro sports car is available to purchase for £1 million via Selfridges Personal Shopping.” That is roughly $1.3 million, by appointment only, no basket button, and West Coast Customs followed up on X calling it a chance “to own a part of automotive & gaming history”. A standard Testarossa changes hands for a fraction of that, so the price is for the story, not the car. Visitors have also photographed a large alligator statue inside, the Macca the Gator mascot from the tees, and a Leonida Keys display with a model seaplane. The outside of the building has been lit in the campaign’s pink and green. The Christmas window stays in place as part of the store’s wider seasonal campaign, with the Vice City scene sitting alongside the usual festive ones.

Two things are not there. There is no playable build, no demo pods, no hands-on of any kind, and nothing from Selfridges or Rockstar suggests one is coming. And the Collector’s Box is on the shop floor but not on the website, so the $399.99 set is a walk-in purchase only, at whatever Selfridges has priced it in pounds.

Selfridges says the range runs “while stocks last” and lists the Corner Shop takeover as running from November 9 to November 28, so the car and the rails have under three weeks. Reports that the Birmingham and Manchester branches get a version of the display are unconfirmed, and nothing has been said about a stockist outside the UK. The collection does ship from the website, queue permitting, which is how most of the non-exclusive pieces will reach people.

London has been on the campaign map since the banners went up in the first week of November. This is the first time the city has had something to buy rather than something to look at.