Grand Theft Auto 6 fans flock to Vice City Christmas window at Selfridges London on Oxford Street

LONDON, UK: Central London’s iconic Oxford Street has officially kicked off its festive season with the launch of the Selfridges Christmas windows 2026. Alongside the traditional winter wonderland decorations, a neon-pink slice of gaming culture is stealing the spotlight. A Vice City Christmas window, which Grand Theft Auto fans have quickly linked to the hugely anticipated GTA 6, has appeared on the luxury department store’s storefront and is sending ripples through the gaming community, internet forums and the retail world alike.

As part of Selfridges’ new “Christmas and the City” campaign, the retailer has unveiled a series of flagship window displays, each celebrating festive traditions in a different city. Most of the windows showcase real-world destinations such as Paris, New York City and Tokyo, but it is the inclusion of Vice City, the sun-soaked, Miami-inspired setting of Rockstar Games’ Grand Theft Auto series, that is stopping traffic. With millions of tourists, holidaymakers and shoppers heading to London for their Christmas shopping, the window has quickly become one of the capital’s must-see holiday attractions.

We met the maker outside Selfridges London

The Surrey Extra team travelled up from Surrey to Central London to get a firsthand look at the installation. In a lucky twist, we met the artist responsible for creating the Vice City display as he was coming out of the Selfridges building on Oxford Street.

He told us he had spent the entire night setting up the complex, neon-lit installation to get it ready for the public launch.

His hard work shows in the final product. The display brings the vibrant, retro-futuristic look of Vice City straight to the autumn chill of the capital. Visitors and commuters coming to see the Oxford Street Christmas lights are greeted by an illuminated pastel sunset backdrop, glowing palm trees wrapped in festive fairy lights, and a classic coastal lifeguard tower painted in neon purples and pinks.

The window blends high-end visual merchandising with the satirical atmosphere of the Grand Theft Auto franchise. For eagle-eyed gamers hunting for easter eggs, the display does not disappoint. A close look inside the scene reveals a miniature “Burger Shot” style fast-food cup resting on the lifeguard platform, a nod to the fictional restaurant chain featured throughout the series.

A festive moment for GTA 6 fans and UK holiday travel

Selfridges has not linked the window to Rockstar, but for many fans it lands at the perfect moment, with excitement for GTA 6 building ahead of the game’s release.

While a satirical, mature action game might seem an unconventional fit for a luxury department store’s Christmas display, the execution is sleek, artistic and in keeping with Selfridges’ upscale style. It bridges the gap between classic seasonal window-shopping and modern pop culture, drawing in a new generation of spectators, tourists and social media creators.

With the festive shopping season here, visitors from the USA, Europe, Asia and beyond are arriving in the capital, and thousands of residents from across Surrey are jumping on the train into town to join them. If you are heading to London for your Christmas shopping, this window is a must-visit for gaming fans. The Vice City window, along with the store’s facade light show, will remain on Oxford Street throughout the festive period.