A report based on municipal records attributes a plan for five temporary GTA VI-inspired promotional installations to an agreement between Rockstar Games and Miami Beach for a promotional campaign for the game. Called “Vice Beach” and inspired by Vice City, the campaign would include a large sign in Lummus Park, a waterfront park in Miami Beach; installations at Muscle Beach, an outdoor workout area; a “VI” sculpture—the Roman numeral for six and part of GTA VI’s identity—in Lincoln Road, the city’s commercial and pedestrian thoroughfare; and a hotel rebranding. Rockstar has not publicly confirmed the agreement or whether the campaign will take place.

The reported document is dated October 15, 2026, and describes conditional installations, not an opening that has already taken place. Before then, the Miami Beach Commission, the city government’s legislative body, had authorized the City Manager to negotiate and execute an agreement with agency Amplify Marketing for a GTA VI campaign, but the September authorization did not detail these five structures.

Among the planned elements is a “Vice BEACH” sign in Lummus Park, near Ocean Drive, measuring 31 feet wide and featuring a steel base. At Muscle Beach, the plan calls for pink paint and Vice Beach branding on the container and workout equipment, along with a lifeguard tower repainted with the “VI” logo.

The list also includes a 10-foot “VI” sculpture on Lincoln Road, with a color transition from pink to orange and white palm-tree silhouettes. The fifth installation would be a temporary replacement of the sign atop the W South Beach hotel to read “Y Hotel,” accompanied by a martini glass, hibiscus flowers, and the slogan “Y even ask?”. Because the property is privately owned, this part would depend on a separate agreement with the hotel’s owner.

The reported plan limits the campaign to these five assets. The installations would remain subject to applicable laws, permits, and approvals, and as of October 15, 2026, the necessary permits had not yet been issued; therefore, the agreement or plan does not confirm that the campaign has been set up, opened to the public, or operated.

The cited schedule calls for the installations to be removed or covered during Miami Art Week, a week of art events in the city, from November 29 to December 6, and for the campaign to end on December 31, 2026. It also includes a $300,000 marketing fee to the city and a separate $4 million agreement with beach concession operator Boucher Brothers Miami Beach, both tied to the reported plan.

Grand Theft Auto VI is Rockstar Games’ next game, set in the fictional state of Leonida, which includes Vice City. It is scheduled to launch on November 19, 2026, for PlayStation 5 and Xbox Series X|S.