The real-world Magic City has officially begun its transformation into its digital alter-ego.
A massive, 4,690-square-foot neon sign reading "Welcome to Vice City" has been fully illuminated atop the Kaseya Center in Downtown Miami. The giant pink-and-white display glows directly over the Biscayne Bay waterfront at night, positioning it perfectly beneath commercial flight paths to greet travelers landing at Miami International Airport.
The temporary rooftop takeover is part of a $975,000 marketing agreement approved by Miami-Dade County and Rockstar Games to promote Grand Theft Auto VI. Heavylift helicopters spent days airlifting structural components onto the home arena of the Miami Heat to secure the installation.
The fictional setting of Vice City is heavily inspired by the culture, geography, and neon aesthetics of Miami. The viral marketing push marks the official countdown to the highly anticipated game, which is officially scheduled to launch globally on November 19, 2026. Local officials confirm the marketing display will remain active on the arena through 2027.