1st Quarter Apparel Shoot – Part 1 The Eurowise Showroom
This year is all about making ideas come to life. From interior design and automotive to lifestyle and everything in between, if there’s a vision that I’m able to execute and bring together, I’m determined to find a way to make it happen.
Early on in my career, I spent a lot of time shooting lifestyle work across different industries back in the DMV. Over time, that started to take a backseat as I focused more heavily on real estate and interior design projects.
Late last year I had a bit of an epiphany. Instead of choosing one lane, why not bring everything together?
Cars, architecture, design, and people have always naturally overlapped in the work I enjoy creating. This shoot was a chance to lean fully into that idea.
With my relationship with Mike and the team over at Eurowise, I wanted to take a swing at an automotive lifestyle focused apparel shoot. The idea was simple. Bring together a few friends who are comfortable in front of the camera, pair them with vehicles that reflect the brand, and create something that feels authentic to the Eurowise world.
Shoot Breakdown Part 1: The Showroom
For this year’s first Eurowise apparel shoot, the main elements I had to work with were earth tones and active lifestyle wear.
Eurowise has always had a very distinct identity. They are known not only for their off road builds, but also for their less is more approach to performance, design, and overall execution.
Everything they do carries a certain level of intention, from the builds themselves to the space they operate out of.
So naturally, the showroom felt like the perfect place to start.
The centerpiece for this session was Mike’s red Porsche 964 sitting on gold BBS wheels. It’s one of those cars that immediately commands attention, but at the same time fits perfectly within the design language of the space.
When you walk into the Eurowise showroom, it feels more like a curated studio than a traditional performance shop. Clean shelving, framed photography, plants, books, and automotive objects all come together to create a space that feels thoughtful and lived in.
It was the perfect backdrop.
Adding Another Layer
My usual thought process when building a shoot is always the same. What’s one more element I can add that helps tell a bigger story? In this case, the answer came pretty quickly.
Why not put a bike on top of Mike’s 964?
Kevin, who is just as passionate about bikes as he is cars, has a great eye for clean design and timeless aesthetics. When I pitched the idea of incorporating one of his bikes into the shoot, he was immediately on board and brought two!
The bike ended up being a beautiful Pinarello road bike, which visually tied everything together better than I could have hoped for. The polished metal and the thin tubing played incredibly well against the curves of the 964.
Even the gold chain and mechanical details of the bike mirrored the gold faces of the BBS wheels on the car.
It was one of those small details that elevated the entire scene.
Styling and Composition
For this session we focused on the Eurowise long sleeve that pulls inspiration from the classic Porsche typeface and motorsport design language.
The bold graphics on the sleeves and chest give the piece a strong visual presence, while still staying clean enough to work within the minimal environment of the showroom.
Having Kevin in front of the car helped ground the images in authenticity. Instead of feeling like a staged product shoot, it felt like a natural extension of the Eurowise brand.
In some frames the car becomes the backdrop.
In others the bike adds an extra layer of visual balance
And in the tighter shots the details of the garment really come forward.
From the embroidered logos to the sleeve graphics, the pieces carry the same level of design consideration that you see throughout the shop itself.
The Eurowise Environment
Another thing that made this location work so well was the way the showroom naturally mixes automotive culture with design elements.
Behind the car you’ll see shelves filled with books, apparel, framed photography, and small automotive objects that feel almost like a gallery wall. There’s a warmth to the wood shelving and the lighting that contrasts nicely with the industrial elements of the shop.
Later in the shoot we stepped outside to the original entrance of Eurowise, where the newly added steel façade adds a completely different texture.
The rusted metal tones, darker shadows, and industrial materials gave us a second environment that still felt true to the brand while helping create a different mood.
Pairing that location with a second bike helped shift the focus back to the lifestyle element of the shoot.
Bringing It All Together
When everything finally came together, the shoot felt like a perfect reflection of what Eurowise represents.
Performance, design, and lifestyle all living in the same space.
The cars are obviously a huge part of the story, but they aren’t the only part. The culture around them, the people involved, and the environments they exist in all contribute to the bigger picture.
After wrapping this first session and reviewing the images, I knew we had something solid to build on.
And with three more sessions left to shoot, I couldn’t wait to see where the rest of the series would go.
Part 2 coming soon!
