Detlev Louis’ own brand products have to be staged appropriately and photographed for various marketing instruments. The classic location photography is particularly complex: Traveling with a photo team, motorcycle and clothing to exciting locations such as Trentino, the Dolomites or even race tracks such as the Sachsenring – followed by shootings lasting several days.

In addition, weather conditions on locations cannot be controlled and natural light situations can hardly be influenced. Finally, usually only one specific location can be used within an elaborate photo trip.
The goal is to make shoots more efficient and increase content output.


Detlev Louis Motorrad-Vertriebsgesellschaft mbH

Customer of

Meyle+Müller since 2016

Customer needs
  • Fueling the marketing mix with appropriate image content: e-commerce, social media and private label campaigns
  • Focus in location photography: staging private label products to suit the target group

Detlev Louis Motorrad-Vertriebsgesellschaft mbH is a chain store and mail-order retailer of motorcycle clothing, spare parts and accessories. Founded in 1938, the company is headquartered in Hamburg. In addition to numerous supplier brands, Detlev Louis also sells well-known own brands such as Rekurv, Fastway and Vanucci.


With our Virtual Studio, we enable Detlev Louis to swap real locations for virtual worlds. By using virtual worlds, as they are state-of-the-art in Hollywood, costly trips to distant countries are no longer necessary and the virtual location can be tailored exactly to the demands and wishes of the customer and target group.

In the virtual studio, weather conditions are no longer an issue and perfect conditions can be created for the subject and photographer at any time. A shoot in Trentino in the morning, at the Nürburgring in the afternoon – no problem at all. This opens up completely new possibilities, efficiently ensures more content output and thus also more variance, so that the marketing mix can be varied.

Processes have to run faster and are automated, we have to cope with new tasks in less time every day.
That's why we see virtual photography as a way to create emotionally rich photos faster. It is fun
to develop innovative concepts with Meyle+Müller and to keep up with the spirit of the times.

Linda SchaeferTeamleiterin Marketing bei Detlev Louis

How does the Virtual Studio work?

The Virtual Studio is based on a tracking system. This means that the photographer can move around the room and his position is tracked by state-of-the-art technology in the virtual space.

Both the photographer and the model have monitors on which the virtual world can be seen. This allows the model to respond to the photographer’s real instructions, so it’s almost like being in a real location – only better.

Let’s let the final results do the talking: