looking at the site in depth I think the inital concept was the modular way the buildings are assembled on site.
Ther's a central core and the rooms are pre=fab at a factory, brought up to the core jacked up to the floor and then rotate round to make up a floor. I think he's just etended the concept so the floors aren't locked so they can spin round.
The first one is under construction in Dubai, 80 floors, bottom 20 are comercial spaces the rest luxury appartments.
ther's even a lift in the core to take your car up to your floor so you can park in the appartment !
The only thing is, I don't see the floors moving at the speed on the anamations

, can you imagine taking a bath or a dip in a swimming pool

, It'll be like bathing in a washing machine