Is it tacky real estate marketing or a harbinger of armed conflict to come?

See, I said there'd be pictures! "Pre-war," in New York real estate parlance, means anything built before the 1940s. This sign, in case you can't tell, adorns a hole in the ground. I assume that what the developers are trying to say is that the building they're putting up will look like the surrounding apartment houses, most of which date to the first couple decades of the last century. But maybe I'm assuming wrong.