Dallas-based photographer Wade Griffith photographed a new SoulCycle location in the Dallas area at Preston Hollow last July. This past January, Wade was contacted by Abby Kohn, Senior Digital Media Manager at SoulCycle in New York, to do the photography for their location in Uptown Dallas.
For each assignment, the SoulCycle locations were looking for ten final photos of the exterior, front desk, retail area, locker room and bathroom to use on their website and for PR. They provided Wade with images they liked of their various SoulCycle locations for him to draw inspiration from and to use as a reference. Communicating with the SoulCycle crew was easy and efficient, making the preproduction process go smoothly.
I reached out to Wonderful Machine to help me put together a proper estimate for such an assignment. The details included having me create a variety of interior and exterior architectural images of each SoulCycle location over one shoot day.
Wade hadn’t planned on using artificial lighting for the shoot, so he didn’t need to plan for an assistant on the shoot day. Because the shoot was a daylight shoot, Wade was reliant on the natural light from the windows of the building. Before photographing the location, Wade had to figure out what direction the windows faced so he could plan the best time of day to shoot it.
Wade arrived a few minutes early to the location, introduced himself to the team and manager working that day. He made sure that the exterior and interior of the location was clean, the lighting was adequate, and that the equipment looked and worked properly. Once the site was camera-ready, Wade began photographing by shooting multiple exposures of each room from different angles. The only unexpected challenge Wade ran into was a brief rain shower that caused a bit of a delay. He had to wait for the weather to pass and for the SoulCycle employees to re-stage the building by cleaning the exterior windows before he resumed shooting. Since the client didn’t want to feature many people in the photos, he also waited for customers to pass through the area before shooting.
Wade’s favorite part of the project was photographing such a well designed, clean and modern space.
Photographing an amazing architectural space is like taking pictures of a beautiful model – they make your job that much easier because almost every photo of them looks great.
The reaction to the images has been great, and Abby let Wade know she will be in touch for future shoots as SoulCycle opens more studios in the Dallas, Texas area. Wade has even tried a SoulCycle class since the shoot and thought it was a lot of fun and a great workout!
See more of Wade at wadegriffithphotography.com.