Intimissimi Opens a Cashmere-Wrapped Pause Pod in Union Square
Intimissimi, the underwear brand based in Verona, Italy, invited New Yorkers to sit down and do nothing for a few minutes. The brand opened a cashmere-lined sound pod, the Cashmere Cabin, to the public in Union Square on Saturday and Sunday. WWD reported that the cabin stood on Broadway at 17th Street.
The outside of the cabin is wrapped in soft cashmere. The design is meant to recall wearing an Intimissimi Ultralight with Cashmere piece, the brand's lightweight knitwear range. Inside, visitors hear an immersive audio experience meant to help them pause, breathe and reconnect. Intimissimi calls the activation "Hit Pause."
The pod follows the brand's 2025 "Feel the Billboard" campaign. That campaign put street-level billboards in Manhattan, Brooklyn and Los Angeles, with real swatches of the Ultralight with Cashmere fabric on display.
The cabin also arrives as the brand pushes the range itself. On September 30, 2026, Intimissimi promoted its new Ultralight Cashmere Collection on its official Facebook channel. In a later post, the brand described the offering as featuring new silhouettes and a striking new colour palette, crafted for what it calls a seamless second-skin feel. The campaign features the model Heidi Klum.
Intimissimi is led by chief executive Mateo Veronese. The company says it is present in 53 countries. It operates 38 online stores and 1,719 points of sale, meaning shops and other outlets that sell its products, and 488 of those points of sale are in Italy.
A pause room in one of the busiest squares in Manhattan is an unusual stop for an underwear brand. The cabin was built to offer a moment of calm, and the fabric is the thing visitors are invited to think about while they sit inside it.
