The Time Residences, in Dubai, will rely on solar power to turn the cylindrical structure, which is being billed as a new 'kinetic icon'. It will make a full 360-degree turn in seven days.
According to the practice, the 'strong tower form' will be 'anchored by a 20m-high horizontal podium and crowned by an elegant crescent'.
The 30-storey development will house 200 apartments, from one-bed flats to triplex penthouses with double-height spaces, internal infinity pools and state-of-the-art private cinemas.
There are also plans for an outdoor pool and a 'moon lounge'.
The practice's managing director Glenn Howells said: 'The [development] is an eco-friendly sustainable design, using solar power to revolve the cylindrical form and recycling water to irrigate the landscaped gardens.
'Our designs for the unique segment-shaped apartments maximise external awareness and provide panoramic views for residents.'
Construction of the tower is expected to begin in June with completion due in early 2009.