GTA 6 has taken over Selfridges in London. The Oxford Street department store has opened a “Grand Theft Auto VI Collection” of merchandise, billed on its own site as “World exclusive: Vice City at Selfridges”, and the online queue was so long that most items reportedly sold out within hours.
- Where: Selfridges, Oxford Street, London, and selfridges.com
- What: a GTA 6 themed takeover of the store and a “Grand Theft Auto VI Collection” of merch
- When: opened on Monday 9 November, ten days before release
- Online queue (reported): close to 100,000 people
- Stock (reported): almost all exclusive items sold out by 09:40 GMT
GTA 6 at Selfridges: what is confirmed
Selfridges’ website now has a dedicated “Grand Theft Auto VI Collection” page. When we checked on Monday morning, visitors were sent to a waiting room with the message “You are in the queue for World exclusive: Vice City at Selfridges”, with ten minutes to shop once it is your turn.
That makes this the biggest GTA 6 marketing push in the UK so far. Until now, most of the launch build-up has happened in the United States.
What is in the Selfridges GTA 6 store?
According to Insider Gaming, the store front on Oxford Street has been completely transformed, with supercars, large statues and neon lights. The outlet reports that a classic Ferrari in GTA 6 colours was flown in from Miami for the event. RockstarIntel posted photos from the store on Monday morning.
| Detail | Status |
|---|---|
| “Grand Theft Auto VI Collection” on selfridges.com | Confirmed (Selfridges) |
| “World exclusive: Vice City at Selfridges” queue | Confirmed (Selfridges) |
| Supercars, statues and neon in the store | Reported (Insider Gaming, RockstarIntel photos) |
| Ferrari flown in from Miami | Reported (Insider Gaming) |
| About 100,000 people in the online queue | Reported (Insider Gaming) |
| Most items sold out by 09:40 GMT | Reported (Insider Gaming) |
What merch is on sale?
Insider Gaming lists t-shirts, bags, towels, hats, hoodies, mugs and keychains. Most of it had not been seen before. If you missed out, Rockstar sells its own “The Goodtime State: Vice City Collection” in the Rockstar Store.
Not confirmed by Rockstar: Rockstar has not posted about the Selfridges event on its own channels at the time of writing. The queue numbers and sell-out come from Insider Gaming, not from Selfridges.
What happens next
The takeover lands one day before the pre-load opens on Tuesday 10 November. Physical copies, which are a code in a box with no disc, reach stores on 12 November, and the game unlocks at midnight local time on 19 November. Our GTA 6 unlock time guide has the times for every region, and the GTA 6 physical edition guide explains what is in the box.
For everything else Rockstar has confirmed, see GTA 6: everything we know or the official site at rockstargames.com/VI.
GTA 6 Selfridges FAQ
Where is the GTA 6 Selfridges event?
At Selfridges on Oxford Street in London, with the merch also sold on selfridges.com.
Is the GTA 6 merch at Selfridges sold out?
Insider Gaming reported that almost all of the exclusive items were out of stock by 09:40 GMT on 9 November. Selfridges has not said whether more stock is coming.
Can you buy GTA 6 merch anywhere else?
Yes. Rockstar sells “The Goodtime State: Vice City Collection” in the official Rockstar Store.
Sources: Selfridges, Insider Gaming (9 Nov 2026), RockstarIntel on X.
