Volvo 1970's Pop Up Shoot

Premium global brand Volvo Cars were looking for an innovative and memorable way to mark their sponsorship of the unique Eroica Britannia Festival, where 3,000 cyclists enjoy ‘The most handsome bike race in the World’ in the heart of Derbyshire’s glorious Peak District. 

The Republic of Photography created a live Pop Up Shoot experience involving vintage bikes, lycra-clad cyclists and Eddy Merckx’s legendary 1970s Volvo Molteni support car.

Travelling to the Festival, our creative team built a specially-designed set, composed of a replica road, two vintage bikes, and, of course, Merckx’s famous orange Volvo. 

We then set up our lighting and camera to purposely evoke a vintage 1970s shoot. With our photographers shooting from on high, the stationary bikes appeared to be racing, supported behind by the Volvo.

Capturing all the action, the Pop Up Shoot proved a perfect flashback to glory days gone by. Eager cyclists were invited to live out their dreams by impersonating the cycling style of perhaps the greatest rider of all time, with each taking home a vintage photographic memento of the unique experience.

Using our in-built social media facilities, riders were also able to share their images across social media on Instagram and Twitter, using the hashtag #VolvoMoments. 

Simon Lunt