Three days on the French Riviera, one new flagship SUV and a harbour full of superyachts. Here’s how I photographed Zeekr’s 9X debut at the Monaco Yacht Show.
Photographing a Brand Activation, and the Guests Who Experienced It
Each September, Port Hercule fills with superyachts, and brands from across the luxury world turn up to be seen among them. In September 2026, Zeekr used the Monaco Yacht Show for the European debut of the 9X, its new six-seat flagship SUV. I spent three days there as the photographer, covering the activation itself and the experience of the press and influencers Zeekr hosted for the show.
The brief
Zeekr’s message for the show was “A New Class of Luxury”, and the brief was to capture it as the event unfolded, with a premium feel throughout. That meant the 9X on display, the guests discovering it, the craftsmanship, the yachts and the atmosphere around the stand, so that anyone looking through the set could feel what it was like to be there. Everything was shot with social media in mind and delivered quickly, so Zeekr could share the story while the show was still happening.
Three days on the Riviera
The 22nd was arrivals and a walk-through of the stand. Event day, the 23rd, began with a 4:30am call time. The press and influencers (key opinion leaders, or KOLs) were staying along the coast in Antibes, and three yachts carried them to Monaco that morning.
Once everyone was on the stand, the day moved quickly. It included a design walk-around of the 9X with Stefan Sielaff, head of Zeekr Design, and a welcome talk from Lothar Schupet, CEO of Zeekr Europe. Content capture ran around the car and the craftsmanship displays, guests had lunch in the Upper Deck Lounge, and shooting continued through the afternoon. The guests then returned to Antibes by yacht, and the day finished with a hosted dinner by the water. The 24th added another content block and more of the wider show.
On display: two 9Xs on platforms
Zeekr showed two 9Xs on raised platforms against the backdrop of the port. Photographing cars at a live show is a challenge of its own, because the stand is busy, the light changes through the day and you can’t control who walks into the frame. The aim was to keep the images feeling premium despite all of that, and to show the cars as part of the event.
For each feature I worked in three layers: a wide shot for context, a medium composition, then close-ups and detail shots. That gives a social team a full carousel instead of one hero image. Outside, that meant the palace grille, the satin-chrome roofline, the lighting and the wheels. Inside, it meant the dashboard and displays, the Nappa leather, the Nordic wood, the crystal controller and the ambient lighting.
The details behind the design
The booth and craftsmanship lounge were where guests could handle the leathers, woods and finishes used in the 9X. The hosted influencers and KOLs also had a talk from the design team, who took them through the thinking behind the car.
Homeward by yacht
In the late afternoon, the guests were taken back along the coast to Antibes by yacht. This is where the guest experience shows best, with people relaxed and away from the show floor. Photographing hosted guests is a different skill from photographing a product. They are there to enjoy themselves and form their own view of a brand, so the best frames come from staying close without being noticed.
Dinner by the water
The day ended with a hosted dinner on the water’s edge. These images show the brand experience once the show had closed, with the conversation carrying on and the atmosphere settling.
Why it mattered for the brand
Monaco was where Zeekr first showed the 9X to a European audience, and the car followed at the Paris Motor Show in October. At Monaco it was seen by people used to judging luxury across categories, from yachts to watches, not by badge. Good photography of the cars, the craftsmanship and the guests ties the 9X into that world. Quick delivery meant Zeekr could keep telling that story throughout the show. The images were delivered for Zeekr’s social channels and PR.
How I work with brands
Every activation starts with the same question: what does it need to achieve? For Zeekr, it was introducing a new flagship to a European audience in a setting that suited it. For other clients, it might be a launch, a hosted trip or an internal event. I work from the brief, move quickly in busy and unpredictable spaces, and deliver images that work across press, social and web, on the day if needed.
Planning a launch, activation or hosted brand event? Get in touch, I’d love to hear about it.
Thank you to the Zeekr team and everyone I worked alongside for a brilliant few days.