Automotive Photography at Duke of London Near London
Duke of London is a well-known space where car enthusiasts can store, service, and enjoy rare vehicles. It’s more than just a garage – it’s a place with a bar, regular Cars & Coffee-style meetups, and a strong community around classic and modern cars.
I met Merlin there last year. He runs a workshop specialising in the storage and sale of rare supercars and classic vehicles near London. Not long after, we decided to collaborate on a car photography shoot that combined people, cars, and atmosphere.
Lifestyle Car Photography in a Real Automotive Space
Originally, I planned to shoot in a more scenic outdoor location. However, late autumn brought cold weather, strong wind, and rain. Instead of forcing the idea, we leaned into the location itself and used the covered parking area where Ferraris, Aston Martins, Porsches, Rolls-Royces, and Ford Mustangs are stored.
This approach turned the shoot into lifestyle car photography — not just images of vehicles, but portraits with cars in an authentic environment where they actually live.
Portrait with Cars: Using Light and Mood
The parking structure had grey concrete walls, which could have felt flat visually. To balance this, I introduced colourful lighting to add contrast and depth. The goal was to keep the focus on Merlin and the Ford Mustangs, while still showing the character of the space.
This kind of portrait with cars works especially well for owners, collectors, and automotive businesses who want something more personal than standard automotive photography.
Classic Car Photography with a Human Element
This shoot sits somewhere between classic car photography and portrait photography. It’s about showing the relationship between a person and their cars — relaxed, confident, and real.
Projects like this are ideal for collectors, workshops, and venues looking for photography that combines people, vehicles, and lifestyle in a natural way, without turning it into staged or overly commercial imagery.
Location: @duke_of_london
Photographer: @mr.popovich.ru
More pics with Merlin.
By the way, I once did a lifestyle shoot with a car and two fashion models.
