Rockstar Brings GTA 6’s Vice City to Life with Miami Takeover

Rockstar Games is making Vice City a tangible part of Miami ahead of Grand Theft Auto VI's release. The campaign fills public spaces with themed furniture, vehicles, and art, giving fans a taste of the fictional setting.

A City Transformed

Miami Beach now features umbrellas and lounge chairs decked out in Vice City branding. A promotional blimp has been seen cruising over South Florida, and a glowing 'Welcome to Vice City' sign sits atop the Kaseya Center. Vehicles inspired by in-game models, like a Lamborghini with Vice City Police decals, are also turning heads around the city.

Art and Partnerships

The Wynwood Walls district has unveiled ten new GTA 6-themed murals. As part of this partnership, Miami-Dade residents get free admission through 2028, and exclusive merchandise is available. The promotions aren't confined to Miami—Los Angeles sports a Hollywood Boulevard mural of protagonists Jason and Lucia, while New York City has ads in Times Square and a mural in Brooklyn.

Beyond the Streets

Rockstar is expanding the campaign through music, merchandise, and special events. An official GTA VI album is coming, six in-game radio stations and hosts have been revealed, and limited-edition DualSense controllers are in the works. The Miami Heat will host 'A Night in Vice City' event on November 18, featuring a special court and gear, and a free block party is planned in Little Haiti on November 22.

With GTA 6 set to launch on November 19, 2026, these real-world touches strengthen the connection between Miami and its virtual counterpart, building excitement for what's to come. Which of these promotions would you most want to see in your own city?