A playful proposal that sees 10 drivers invited to compete in a race on the moon has been highly commended by the judges of Dezeen and Bentley's Future Luxury Retail Design Competition.

V10 co-founders Luca Rizzi Brignoli and Fang Zhou imagined a lunar experience, which would be made possible by significant advancements in space travel technology accompanied by artificial intelligence.

Called Moon Rally 2030, the concept sees 100 drivers invited to compete in a qualifying race held at Bentley's headquarters, with the top 10 earning a coveted spot in the Bentley Moon Rally.

On their travels to the moon, participants of the race would be treated to an all-encompassing luxury experience. This would includes the assistance of a personal tailor who designs custom space suits created with 3D body scans, as well as specialised lunar travel equipment and gourmet food tailored to suit each driver's collected wellness data.

A select number of guests would be invited to the Bentley Arena on the moon for a special viewing experience of the race. AR/VR headsets would be provided to enthusiasts around the world to create an immersive and engaging experience for those back on Earth not in attendance.

The Future Luxury Retail Design Competition judging panel consisted of visualisation artist Charlotte Taylor, Halleroed co-founder Ruxandra Halleröd and Parisian concept store Colette co-founder Sarah Andelman.

They were joined by Chris Cooke, head of design collaborations at Bentley Motors, and Dezeen editorial director Max Fraser.

The judges praised the ambition behind the idea but felt it wasn't feasible for 2030. Therefore, it missed out on a place in the top three but the judges wanted to give it a special mention.

"It's probably the biggest idea of all the entries we received and it's definitely a lot of fun," the judges said.

"It would be impossible to do by 2030, but it's a really fun idea that pushed the brief to the max, perhaps a little but too far. But so many retail experiences are so generic that this kind of ambitious thinking is needed and we think this kind of originality and ambition should be recognised."

Automotive models shown in imagery are not associated with Bentley.

Read more about the proposal below:

Bentley Moon Rally 2030 by Luca Rizzi Brignoli and Fang Zhou
Shanghai, China
Highly commended

"The Bentley Moon Rally 2030 heralds a new era of automotive adventure, fusing technology, luxury, and the boundless wonders of space exploration. It was designed to offer exclusivity and personalisation, catering to the discerning tastes of Bentley's customer base.

"Drivers have exclusive access to Bentley's team of engineers, who create personalised ergonomic driving solutions based on 3D scans of their bodies.

"The Hangar is a wooden structure nestled within a natural setting, which illuminates the prototypes built for the race, providing a glimpse into Bentley's design and creation process.

"The Drivers Lounge serves as a hub for networking and media events. It is adorned with custom-designed Bentley furniture and is equipped with 8G internet connectivity and neuro helmets for immersive experiences.

"Prior to their lunar travels, drivers prepare themselves at the Bentley SPA, where they have access to leading wellness experts and receive exclusive luggage designed specifically for space travel.

"The Lunar Garage features a unique roofing system inspired by coral and mycelium growth. This elegant vaulting system with skylights showcases Bentley's commitment to sustainable innovation.

"It is crucial to understand that driving conditions on the moon are vastly different from those on Earth. The lunar surface, covered in loose regolith, affects traction and handling.

"Furthermore, the absence of an atmosphere eliminates air resistance, reducing the forces acting on the vehicle. The lower gravity on the moon alters traction, stability, and braking capabilities, necessitating adaptations to navigate the unique lunar environment.

"The grand finale showcases the finest of Bentley fashion, combining the worlds of luxury automobiles and the high-end fashion of Bentley Couture.

"As the ultimate prize, the rally winner has access to a secret resort where he can invite anyone he or she desires."

Future Luxury Retail Design Competition

The Future Luxury Retail Design Competition is a global contest that challenged architects and designers to define the future of luxury retail.

Through the competition, Dezeen and Bentley sought to explore the momentous changes currently taking place in the luxury industry and seek to discover forward-thinking ideas for both digital and physical luxury retail experiences of the future, in and out of the automotive world.

The contest received entries from over 145 contestants from more than 33 countries around the world.

The panel shortlisted 15 proposals, which were published on Dezeen. We are unveiling one finalist a day from 29 August, culminating in the winner being announced on 1 September.

The winner will receive a top prize of £15,000, while the runner-up will receive £10,000 and the third-placed entrant will receive £5,000.

Find out more about the Future Luxury Retail Design Competition ›

Partnership content

The Future Luxury Retail Design Competition is a partnership between Dezeen and Bentley. Find out more about Dezeen partnership content here.