IBM’s Watson Marketing team needed an innovative, fresh way to launch its new online hub for digital marketers showcasing Watson. A cognitive t-shirt pop-up store that promoted the new site and celebrated the power of Watson pattern recognition in a retail setting. The Cognitive T-Shirt Co. leveraged three Watson API’s to drive attendees to a t-shirt pattern chosen just for them. Beginning with an intro at the front desk, attendees were guided by SME’s through a personal conversation with Watson, resulting in both email and graphic takeaways, a personalized story about their experience, and of course, a t-shirt printed with the recommended pattern.