In an effort to find a new generation of British design talent, Philippe Starck, one of the world's best known product designers, invites 12 hopefuls to a school of design he has set up in Paris. Over coming weeks he will whittle them down until one fortunate student wins the opportunity of a lifetime - to work alongside the master for six months at his agency in the French capital.
Ranging from unemployed retail worker Jess to college lecturer Ilsa, the students meet Starck for the first time and discover what a larger than life character he is. And they face their first challenge - to head to a local hypermarket and find examples of good and bad design. When they explain their thinking to Starck he critiques them and selects the weakest five for a further nerve-wracking test. When it's over the group of 12 is now 10 and the school of design can begin in earnest.