Intimissimi, a leading player in the lingerie and underwear sector, is offering a moment of calm in a city defined by constant motion. The brand is bringing its philosophy of quiet comfort to life with the Cashmere Cabin, an immersive sound pod designed to offer New Yorkers an uninterrupted moment of calm in the heart of the city.
This Saturday and Sunday, the Cashmere Cabin will be open to the public in Union Square. It will be located on Broadway at 17th Street.
Wrapped in soft cashmere, the Cashmere Cabin is designed to mimic the feeling of stepping into an Ultralight with Cashmere piece and being enveloped in softness, lightness and ease. Inspired by the collection’s ability to create a sense of calm and comfort, the cabin transforms that feeling into an immersive IRL experience. Once a person steps inside and closes the door, the outside world fades away and an immersive audio experience invites one to pause, breathe and reconnect with oneself.
The “Hit Pause” experience continues Intimissimi’s exploration of sensory-led guerrilla marketing following the brand’s 2025 “Feel the Billboard” campaign. That activation transformed traditional street-level billboards in Manhattan, Brooklyn and Los Angeles into tactile experiences by incorporating real swatches of Intimissimi’s “Ultralight with Cashmere fabric, inviting passersby to stop and experience its signature softness first-hand.
“At Intimissimi, we’re always exploring new ways to create a sensory connection with our natural fibers. Following last year’s campaign, which invited customers to experience our cashmere through touch, this year we turn to sound, using a moment of silence to guide New Yorkers towards the singular softness of our cashmere,” said Mateo Veronese, chief executive officer of Intimissimi.
Intimissimi, based in Verona, Italy, is present in 53 countries with 38 online stores and a network of 1,719 points of sale, including 488 in Italy.