‘Tulip’ is an advertisement totem proposed for major access roads of the city of Abu Dhabi. The aluminum shell frames a large-scale, daylight-approved LED screen covered with anti-glare glass. Reminiscent of a tulip blossom growing out of the desert, the sign will change in appearance with different lighting conditions throughout the day while integrating the dynamic advertisements across each petal-shaped element. The shape was conceived to be simple yet striking amid the fast-changing, futuristic metropolis.