Textile mediums are becoming the most impactful advertising carriers. Kvadrat x Google's "Jacquard Smart Tapestry" at Paris Design Week 2025 embeds conductive fibers and microprocessors, allowing gesture-controlled narrative switching: left-swiping hands reveal Nordic aurora visuals, right-switching shows craft documentaries. Its breakthrough lies in energy self-sufficiency—0.2W/hour generation from photovoltaic fibers enables 24/7 operation (MIT Lab verified).

Experience design achieves profound evolution. IKEA x Sony's "Haptic Curtains" use micro-current tactile simulation: projecting forest scenes generates leaf-brushing sensations; rain scenes create droplet vibrations. This multisensory sync boosted scene recall by 310% vs. 47% for visual-only ads (Volvo Experience Center data).

Material innovation drives the fiber revolution trilogy: Gen1 conductive fibers (Ralph Lauren Olympic uniforms monitoring biometrics), Gen2 light-guiding fibers (Dior gowns color-shifting with social media trends), Gen3 biological fibers (Prada's self-repairing alginate fabrics). As LVMH adopts neuro-textiles for window displays (textures morphing with customer emotions), the boundary between traditional media and smart materials dissolves, ushering advertising into the organic composition era. Euromonitor notes smart textile ads achieve 2.3x higher engagement than digital ads.