Woolworths has agreed to allow Spencer Tunick to shoot one of his iconic mass nude photos in the supermarket's Prahran car park after earlier denying the American photographer its use.

The shoot is part of Provocaré 2018, a festival of performing and visual arts held on and around Chapel Street.

"In further discussions with the festival organisers they indicated a willingness to be flexible with dates and times to ensure the shoot could happen without inconveniencing our customers during busy weekend trading," Woolworths said in a statement. "As a result, we're now able to accommodate the request to temporarily clear the rooftop for Spencer Tunick's group shot on a Monday morning during a traditionally slow trading period."

Earlier in June, the supermarket had said that the shoot – originally slated for a Saturday morning – would take place at the "busiest time of the week for shopping in our stores". Woolworths said it needed to "ensure customers have convenient access to our store when we are open".

The photograph will now be taken on the morning of Monday July 9.

The car park site was chosen for its panoramic views of Melbourne, which will be used as a backdrop to the nude models. There’s also a number of nearby architectural icons, such as Prahran’s Love and Lewis building, visible from the rooftop.

Tunick has previously staged his shoots at iconic locations around the world, including Unesco World Heritage site Aletsch Glacier in Switzerland, and the Sydney Opera House in 2010. In 2001, Tunick photographed 4500 naked people on the banks of the Yarra River, down St Kilda Road and in Alexandra Gardens for his installation The Unfamiliar Familiar.

More than 10,000 people have so far registered interest in getting their kits off for Tunick’s Provocaré shoots across three different locations, of which the supermarket's rooftop car park is just one.