On a rooftop in central Miami Kaseya Centre The giant sign was illuminated in full for the first time «Welcome to Vice City», created as part of the Grand Theft Auto VI advertising campaign. The striking pink-and-white structure is already visible from above Biscayne Bay, and footage of it illuminated at night on 1 October was broadcast by CBS Miami. The installation was put up back in late September, but this is the first time it has been shown with its full night-time lighting. Vice City is a fictional city in the GTA series, the design of which is largely based on Miami. This is where the events of GTA 6 will unfold.
Briefly about the main points
- A huge sign reading «Welcome to Vice City» lit up on the roof of the Kaseya Centre in Miami.
- The installation is part of the GTA 6 advertising campaign.
- Rockstar has entered into a marketing agreement worth $975 thousand with Miami-Dade County.
- Vice City in GTA 6 is largely inspired by Miami and South Florida.
- Rockstar officially plans to release GTA 6 on 19 November 2026.
«Welcome to Vice City» lit up the sky over Miami
A huge sign has been installed on the roof of the Kaseya Centre — the home arena of the Miami Heat basketball club in downtown Miami. At night, the structure glows in the pink and white colours characteristic of GTA 6 and is clearly visible from the air.
On 1 October, CBS Miami published images of the structure, which was now fully illuminated. According to local media reports, the advertising sign measures approximately 4,690 square feet, or approximately 436 square metres. Its inclusion formed part of a marketing deal linked to Rockstar Games, amounting to approximately $975 thousand.
The installation itself turned into a publicity stunt. Large sections of the structure were hoisted onto the arena roof by a heavy-lift helicopter, after which they were mounted onto a specially prepared framework. CBS Miami had already been showing aerial footage of the installation work on 22 September.
Was it just a backlight test?
Information had previously circulated in fan communities suggesting that the first time the lighting was switched on might have been a technical test prior to the structure becoming fully operational. A date was also circulating 15 October as a potential location for a GTA 6 outdoor advertising campaign in Miami.
However, it is important to distinguish between different projects here. Documents and advertising notices GTA 6 In the Miami Beach area, there was indeed talk of a campaign that might have launched on 15 October, whilst the installation at the Kaseya Centre is a separate project and has, in fact, already become part of the game’s advertising campaign.
Rockstar is effectively bringing Vice City to the real-life Miami
The choice of city for such a campaign is no coincidence. Vice City is a fictional version of Miami in the Grand Theft Auto universe, whilst the state of Leonida in GTA 6 is modelled on Florida.
In Rockstar’s trailers and official promotional material, the beaches, motorways, nightclubs, swamps, high-rise residential complexes and neon-lit streets characteristic of South Florida are easily recognisable. As a result, the advertising campaign in real-life Miami effectively blurs the line between the game world and the real city. Instead of conventional billboards, Rockstar uses real-life city landmarks, transforming them into part of Vice City’s visual identity. The Kaseya Centre itself is also situated in a highly prominent location — on the waterfront in the city centre. The large sign on its roof can be seen not only from the surrounding neighbourhoods but also from aeroplanes approaching Miami for landing.
Almost a million dollars for a single inscription
The scale of the campaign is a good indication of its cost. According to published figures, Rockstar is to pay Miami-Dade County approximately $975 thousand for advertising on Kaseya Center. Part of the proceeds is to be used to improve the area around the arena.
The graffiti itself may remain on the building for a long time. Documents reported by the American media referred to a period lasting at least until the end of the Miami Heat’s 2026/27 season or for one year after installation. For Rockstar, this means a permanent presence for GTA 6 in the city centre, which has become the main real-life inspiration for the game’s world.
When is GTA 6 coming out?
Rockstar Games has officially announced the release date Grand Theft Auto VI — 19 November 2026. The game is due to be released on PlayStation 5 and Xbox Series X|S.
With less than two months to go until the release, the appearance of large-scale outdoor advertising suggests that the GTA 6 campaign is entering its final phase. If Rockstar continues to use Miami as a real-world setting to promote the game, the sign at the Kaseya Centre may well be just one of the first major elements of the campaign.
