Inspired by their Japanese cooking counterparts, the challengers work individually or in teams of 2-3 in a pressure cooker style design-off. In response to the Festival’s theme – Change by Design – teams are given 20 minutes to impress the judges with their innovative use of the battle’s key ingredients.

The aim of the game is to present a live and entertaining exploration of the creative process – showcasing the way designers think and how they transfer their thoughts into something visual.

Reputations will be on the line at BMW Edge’s Design Stadium. This fast-paced contest is run in two rounds, with the winner of each going into a championship playoff, where the ultimate victor will be crowned Iron Designer 2010 – basking in the glory and adulation of the crowd.