Intimissimi's 'Feel the Billboard' Uses Tactile Advertising
Colin Smith — March 26, 2026 — Marketing
References: bmoutdoor
Intimissimi’s Feel the Billboard campaign introduces a tactile approach to outdoor advertising by integrating a real cashmere swatch into street‑level billboards. The installation was placed in high‑traffic pedestrian areas in New York, Brooklyn, and Los Angeles, allowing passersby to physically interact with the Ultralight With Cashmere material. This approach shifts the billboard from a visual medium to a sensory touchpoint, enabling the brand to communicate product quality through direct experience rather than imagery alone. The campaign’s design maintains the brand’s minimalist aesthetic while emphasizing material attributes through physical engagement.
The execution demonstrates how out‑of‑home formats can support experiential marketing by encouraging brief but meaningful interactions in public spaces. By embedding a tangible fabric sample into the billboard structure, Intimissimi creates a moment of discovery that aligns with its focus on softness, warmth, and craftsmanship. The campaign highlights how tactile elements can strengthen brand recall and foster a sense of authenticity in environments typically dominated by digital displays. It also illustrates the potential for sensory cues to deepen consumer connection by transforming routine urban movement into an opportunity for product trial.
Image Credit: Intimissimi
The execution demonstrates how out‑of‑home formats can support experiential marketing by encouraging brief but meaningful interactions in public spaces. By embedding a tangible fabric sample into the billboard structure, Intimissimi creates a moment of discovery that aligns with its focus on softness, warmth, and craftsmanship. The campaign highlights how tactile elements can strengthen brand recall and foster a sense of authenticity in environments typically dominated by digital displays. It also illustrates the potential for sensory cues to deepen consumer connection by transforming routine urban movement into an opportunity for product trial.
Image Credit: Intimissimi
Tactile ads in public spaces
Helps decide whether to invest in touchable out-of-home ads, where to place them, and how to measure lift in product trial and purchase intent in the next 1–2 weeks.
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When was the last time you interacted with an outdoor ad in person?
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How likely are you to touch a product sample in a public installation?
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Which would you be more likely to act on after seeing an ad?
Trend Themes
1. Tactile Outdoor Advertising - Physical fabric integrations convert billboards into touchpoints that communicate material quality and authenticity beyond visual cues.
2. Sensory-first Branding - Multisensory campaigns prioritize texture and feel to create memorable brand interactions that enhance recall and perceived craftsmanship.
3. Experiential Micro-interactions - Brief, high-impact tactile moments in public spaces enable brands to create meaningful product trials during everyday commutes.
Industry Implications
1. Apparel and Fashion Retail - Garment brands gain opportunities to demonstrate fabric quality directly to consumers in urban environments, shifting purchase consideration toward material experience.
2. Out-of-home Advertising - Billboard operators can evolve from passive displays to interactive installations that command higher engagement and premium pricing models.
3. Urban Real-estate and Retail Spaces - Street-level landlords and retail concierges can leverage tactile activations to increase foot traffic and differentiate storefront value.
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