Next, organizers invited the 28 media guests to don blindfolds for a sensory experience in a dimly lit room adjacent to the vault. "We wanted everybody to have a little discomfort or an uncomfortable feeling. The whole idea with obsession or being obsessed is a bit awkward and uncomfortable and sort of pushes the emotional envelope," Mahshy said.

Once blindfolded, guests experienced a series of what Mahshy referred to as "secret sensations." An assistant led each guest through the room where they tasted a chocolate truffle, listened to old Obsession commercials on a pair of headphones, touched something silky—an item from Calvin Klein's new Seductive Comfort lingerie line—also unveiled at the event—and smelled the top, middle, and bottom notes of the new fragrance.

Church Street Flowers created floral arrangements designed to echo various elements of the fragrance, like the plum and rose de demas components of the scent, and Mahshy worked with Nicholas Pinney Design to dress the venue for the luncheon, held inside the actual vault. "The walls in there traditionally are striped wallpaper, and we just covered them and created a beautiful lunch seating area with the candelabras to add an aspect of glamour," she said. "We wanted to create a very intimate atmosphere, but because of the nature of the fragrance, the nature of the underwear campaign, and the melding of the two together, we really wanted to create a very dark atmosphere with lots of candlelight so it was very moody, very provocative, very intriguing."