Intimissimi redefines sensuality in the city with its tactile out-of-home (OOH) campaign “Feel the Billboard.” Turning traditional advertising into a sensory experience, the Italian lingerie brand invites people on the street to physically touch and feel its luxurious Ultralight With Cashmere material — blending elegance, innovation, and interaction in a single billboard.

What’s the idea behind this campaign?

The concept behind “Feel the Billboard” is to transform a static medium into a tactile moment. Intimissimi’s goal was to allow people to experience the softness and warmth of cashmere first-hand, turning curiosity into connection. By setting the billboard at street level, the brand invites passersby to engage through touch, reinforcing its message: true luxury is not just seen — it’s felt.

Intimissimi’s “Feel the Billboard” installation at street level / Photo: WWD

How was the idea executed?

Installed in New York, Brooklyn, and Los Angeles, the billboards were strategically placed in high-traffic pedestrian areas. The visuals feature Intimissimi’s minimalist elegance and an enlarged swatch of real cashmere fabric embedded directly into the structure. This physical interaction encourages people to stop, touch, and experience the texture — a rare example of experiential design in outdoor advertising.

Why is this execution unique?

In an industry increasingly dominated by digital displays, Intimissimi reminds us of the emotional power of the tangible. The campaign merges fashion with urban space, transforming a simple billboard into a moment of discovery. The idea proves that OOH advertising can go beyond visual storytelling — it can awaken the senses and create real, human interaction in the public space.

Pedestrians interact with Intimissimi’s tactile billboard / Photo: WWD

How does it connect with audiences?

The campaign builds an intimate relationship between the brand and its audience. For city dwellers, it’s a surprising, playful interaction in the middle of their daily routine. For the brand, it’s a statement of authenticity — proving that even in large urban spaces, **touch can create trust**. By engaging multiple senses, Intimissimi creates a deeper emotional bond that goes beyond traditional advertising recall.

Final thoughts: When outdoor meets intimacy

With “Feel the Billboard”, Intimissimi transforms outdoor advertising into a sensory experience that connects innovation and emotion. The campaign shows how billboards can become more than visual media — they can evoke feelings, trigger curiosity, and invite real interaction. It’s a perfect example of how creativity and tactility can make a brand truly unforgettable in the world of OOH and DOOH advertising.