Sometimes the thought is there, but the execution is flawed. Flawless execution is one of the things that comes to mind when you see this particular design fail. I wouldn’t want to be one of the commuters sauntering down this high street, only to look up and be terrified by this message.
Now, they were obviously very careful about measuring the windows: the signs fit perfectly. It’s just that the messaging doesn’t quite lead people in the direction they were hoping for. This isn’t the kind of marketing that would attract customers to your store.