E11even Club Rebrands as Nine1Nine for GTA VI Themed Opening
A downtown Miami nightclub is adopting the identity of a fictional venue from the upcoming video game, featuring a performance by Flo Rida.
By Harvey Wilson ·
E11even, a nightclub located at 29 NE 11th St. in downtown Miami, will operate under the name Nine1Nine beginning on Friday, November 6. The venue is aligning its branding with the fictional nightclub featured in the upcoming video game Grand Theft Auto VI. Flo Rida will perform as the headline act for the grand opening event.
The rebranding is part of a wider marketing effort for the game in the Miami area. Rockstar Games has installed a large "Welcome to Vice City" display on the Kaseya Center. According to Miami-Dade County, this specific installation is part of a $975,000 arrangement within a larger $3.9 million advertising package. The promotion also includes themed lighting at Miami International Airport and PortMiami, as well as displays on airport pedestrian walkways.
Additional physical elements of the campaign have appeared across the city. Fictional fast food brands Burger Shot and Cluckin' Bell have appeared inside the Kaseya Center. Vice City branded umbrellas and loungers are now present on Miami Beach. A branded blimp has also been used for aerial promotion. In Wynwood, Rockstar partnered with Wynwood Walls to display ten new murals created for the game. The game features a location inspired by Wynwood Walls called Stockyard.
The real world and the game have shared visual cues for months. E11even has drawn comparisons to the in-game Nine1Nine club since the release of game trailers. The new promotional flyer for the November 6 event features a blue and purple sports car parked under a large Nine1Nine sign with neon underglow. The background shows downtown towers. This imagery mirrors the setting of the fictional club in the video game.
Flo Rida is a native of Florida, which the game's Vice City setting represents. His participation ties the local music scene directly to the fictional environment. E11even's official calendar confirms his appearance on November 6. Tickets and table reservations are available through the nine1nine.club website.
The announcement did not specify how long the venue will keep the Nine1Nine name or what interior changes will occur. The event marks the latest addition to the game's presence in Miami. The marketing campaign has covered major infrastructure and public spaces. The nightclub's entry into the theme completes the cycle of the fictional city influencing the real one. Guests will attend a standard club night, but the billing and branding will reflect the game's aesthetic.
