Miami's E11EVEN to Temporarily Rebrand as GTA VI Nightclub

Downtown Miami superclub E11EVEN will temporarily rebrand as NINE1NINE, the fictional nightclub featured in Grand Theft Auto VI, for a special promotional event tied to the game's launch. According to Miami New Times, the crossover brings the digital world to life as part of a multi-million dollar marketing campaign across South Florida.

From Game Trailer to Real-World Venue

NINE1NINE first appeared in aerial advertising banners over South Beach before surfacing in Rockstar Games' official GTA VI trailers, where protagonists Jason and Lucia navigate its crowded dance floors. The fictional club is heavily inspired by E11EVEN's actual Downtown Miami location. The takeover event will feature a performance by Flo Rida, merging real-world celebrity culture with the game's Vice City setting.

Part of a Citywide Campaign

The E11EVEN transformation is one piece of a sweeping localized marketing push that has seen immersive signage, transit wraps, and visual installations across Miami-Dade. The campaign transforms the city into a living tribute to Grand Theft Auto's fictional Leonida setting, blurring the line between the game's virtual sandbox and South Florida's real geography.

Tickets for the NINE1NINE takeover at E11EVEN are available now for guests 21 and older.