Street Stories & Fine Driving: TheMattBook

Matthias, for anyone who might not know you: Who are you – and what exactly do you do?

I’m Matthias, a visual storyteller, photographer and founder of my own creative agency based in the Munich area. My focus is on luxury, automotive and hospitality. Through my social media channels, I tell stories for and with brands that value aesthetics and quality.

Could one also say: you drive very special cars to very special places?

Essentially, yes. But for me, it’s never just about the car or just about the location. It’s about the connection between the two. A magnificent vehicle changes the way you experience a landscape. And a special location provides the vehicle with the stage it deserves.

What can we expect from this?

The aim is to tell a story that goes beyond individual images. We want to show what ‘Grand Touring’ might mean in 2026: slowing down through movement. Enjoyment through the conscious choice of route. It’s not about getting there as quickly as possible – but about making the journey itself an experience. Ultimately, the aim is to create a visual narrative that you can feel.

Why are TheMattBook and Bovensiepen such a good fit?

The connection has grown over time. We had already worked with Alpina – the brand that has now been taken over by BMW. Then, last year, we were there for Bovensiepen’s brand launch and the unveiling of the Zagato as its first model. We got to know the whole family and understood the philosophy behind the brand. Shortly afterwards, together with Bovensiepen, the idea arose to further strengthen the partnership, and the concept of the Grand Tour through Switzerland was born. Last week’s First Drive event at the racetrack has further heightened the anticipation for the trip. Bovensiepen stands for understated excellence, engineering prowess and passion. These are values that I also hold dear, and I love immersing myself in that world.

The Allgäu-based manufacturer sees itself as a manufacturer of ‘Fine Driving’. What does that mean to you personally?

For me, ‘Fine Driving’ is the conscious experience of the drive. It’s that moment when you’re standing on an empty Swiss mountain pass at six in the morning, start the engine and know: the next two hours belong only to you and the road. It’s the precision of a car that turns every bend into a dialogue – between driver, machine and landscape. Arriving at your destination is the result. Fine Driving is the journey.

How do you know whether a place, a hotel or a car is ‘TheMattBook-worthy’? Do you have an internal checklist for this?

To be honest, it’s a gut feeling – and that’s become more refined over the years. I’ve been to many places and experienced many vehicles by now. It’s not about whether something is new or old. It’s about the interplay: does the character of the car suit the surroundings? Does the hotel fit with the story I want to tell? Sometimes a hotel with a hundred years of history is perfect; sometimes it’s a brand-new building with a futuristic design. When the elements come together, I sense it straight away.

Many creators tell stories about themselves. You tend to tell stories about atmosphere. Why?

Because atmosphere is more universal. If I put myself at the centre, at best the viewer can identify with me. But when I capture a mood – the light on a car bonnet in the early morning, the silence of a hotel lobby before the first guest arrives – then anyone can put themselves in that situation. I want people to see my pictures and think ‘I want to go there’, rather than ‘I want to be like that’.

Imagine Instagram disappeared tomorrow. Would you still tell the same stories – and if so, on which platform?

Without a doubt. The stories exist independently of the platform. Theoretically, there are other social media platforms besides Instagram. So I’d definitely switch to another platform like YouTube or TikTok. But even setting social media aside, I could well imagine writing for an online magazine, for example. Basically, though, it should be something in the digital world, as I see that as the future.

And now, to get a bit more personal: who is Matt away from social media? What else interests him apart from cars?

Someone who also likes to switch off completely every now and then. Away from cameras and content, I like to spend time with my girlfriend and her dog, do some sport to unwind and, to be honest, I also enjoy the simple things – a good meal, a day off with no plans. It’s a good balance when everyday life otherwise consists of travelling, productions and screen time.

Last but not least: your five essentials that no road trip should be without?

1. My Sony camera – the heart of my work and always to hand on every trip.

2. My iPhone – many people are surprised when I mention this, but I now create some of my content exclusively on my mobile.

3. High-quality suitcases – naturally, a good road trip also requires the right luggage.

4. Car cleaning kit – to ensure that everything is spotless for those perfect photos.

5. A good playlist of old-school classics – for me, the right music is just as important as choosing the route.

→ And of course we’re curious to find out what TheMattBook got up to on his trip with Bovensiepen. We’ll keep you posted. Stay tuned!