From the street. ULME

Things, such as this otherworldly ad, can be said to appear like an unelm – a dream, which most people know more as an une/nägu – literally "sleep face" or image, but that's while you're sleeping. An unelm is a dream in the sense of something to attain, which is often unattainable, a fantasy. Ulmeline is fantasy-like. "See oli ulmeline vaate/pilt." – It was a dream-like scene.

Unelm is a neologism, a new word, derived from the Finnish unelma (meaning a dream in the sense of unistus), which in turn is derived from their (and our) noun for sleep UNI. A synonym of unelm is the less common ulm, another word coined during the period of Estonian language modernisation in the early 20th century (N.B. Johannes Aavik). Is it a coincidence that ulm is the Arabic word for sleep?...
But the astronaut in the photo seems to want us to know that "Elu on ulme" – Life is a fantasy, a dream, or downright science fiction, since the latter is what the word has come to represent in Estonian.