The attraction is based on the Marvel Comics character Iron Man, becoming the first Disney attraction to be based on a Marvel property. Set at the fictional Stark Expo, the attraction will feature Tony Stark recruiting guests to fend off Hyrda forces that are attacking Hong Kong, to get his Arc Reactor?.
Discussions of creating Marvel attractions at Walt Disney Parks and Resorts' theme parks began in 2009, with The Walt Disney Company's acquisition of Marvel Entertainment. In his 2013-14 budget speech, Hong Kong's financial secretary John Tsang announced that a new nighttime parade as well as a themed area featuring characters from the Marvel Universe would be built in Hong Kong Disneyland. On October 8, 2013, Walt Disney Parks and Resorts chairman Thomas O. Staggs announced that Hong Kong Disneyland would be adding the Iron Man Experience.
Arriving visitors enter the Stark Expo, where they can learn the history of Howard Stark, the founder of Stark Industries, before meeting current president Tony Stark, who is introducing a new invention known as the "Iron Wing".  At the expo, guests can experience the history of Stark Industries through inventions by Howard Stark, and into the present day, where Tony Stark is inspiring his team of scientists and engineers to make our lives better, more convenient and safer through technology. At the back of the area, guests can enter the simulator attraction.
The Marvel-themed area also includes a cool interactive “Become Iron Man” experience, exclusive themed merchandise and an immersive, story-driven character greeting with the man himself: Iron Man. 
A concept image released at the attraction's announcement in October 2013