Q-Park is an international parking company with a strong presence across numerous European cities. London just so happens to be one of them. I was called to photograph their strategically-located and newly-refurbished Park Lane and Burlington Street car parks, including coverage of their visual branding, services and comprehensive facilities. Photoshoots like this are enjoyable for me because they call for a lot of creativity. As a photographer, you could go down the route of systematically documenting the interior of a car park. But there’s an opportunity to go beyond that with such a shoot. So it becomes a search for interesting details and compositions which affirm and even enhance the company’s brand. For Q-Park this means showcasing their range of facilities designed to assist their customers – which gives them a distinct edge over their competitors.