A real life night club in Miami is being made over to resemble its video game counterpart as part of a massive marketing blitz for Grand Theft Auto 6.
Starting tomorrow, E11EVEN Miami will be known as NINE1NINE Vice City, as its known inside of GTA 6. As gamers know, everything in GTA games are inspired by real-life destinations, so the game’s nightclub will be transported to the real world as part of the promotion.
The takeover/makeover includes the real world club’s signage and branding all being changed to NINE1NINE Vice City to reflect how it appears in game. And to celebrate its opening tomorrow night, Flo Rida will be performing (I guess Leo Nida was busy).
“We’re incredibly excited to bring NINE1NINE, the Vice City nightclub inspired by E11EVEN, to life inside our venue,” said Dennis DeGori, concept creator and co-founder of E11EVEN. “E11EVEN was born in Miami, so there’s something especially meaningful about seeing our city’s nightlife reflected in the world of Grand Theft Auto 6’s Vice City. As we always say, all roads lead to E11EVEN, but for this one and for GTA fans everywhere, they lead to NINE1NINE.”
NINE1NINE will last from Nov. 6 to Dec. 6, and on Nov. 20, the club will host a GTA 6 launch party, and “the celebration will feature a special performance, with the artist to be announced soon.” Very fun, very mysterious.
“The experience will also extend beyond the venue,” the release explained. “Real-world versions of vehicles featured in GTA 6 will be displayed, giving fans an up-close look at some of the game’s recognizable vehicles while at the nightclub.”
The highly anticipated game’s takeover of Miami marks some of the most incredible marketing I’ve seen for any game, including in-world billboards popping up all over the city, and the Miami Heat game on Nov. 18 featuring Vice City uniforms, branding, and merch. There will also be a bunch of NINE1NINE-themed merch, too, if you’re into that sort of thing.
GTA 6 launches two weeks from today on Nov. 19.
