The sign is good contrast/irony to the rather ugly building.
That's a Soviet-time building, located at the very end of Shota Rustaveli Street. It's always been there. The funny thing with these ugly buildings is that at some point you just totally stop noticing them. Must be like that with most things ugly and wrong, though. Part of the reason I like to move around a lot - even if it's only back and forth between Kyiv, Moscow and Istanbul. It allows me to get un-used to things, to have some of the stuff erased from memory - and then it sort of shocks me every time I see it again, but I can always allow myself to feel like a tourist, which is a really neat psychological defense... :)