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We’re not ones to sniff at innovation, but if the concept is new and the execution is not, then it’s not really innovation, is it?

Example: Retailer Urban Outfitters revealed this summer that for its opening of a New York City store, the window would be carved up to look like four retro storefronts.

The store’s creative director said, “The whole idea was to do this kind of ironic statement of lining the building with storefronts that would be reminiscent of independent businesses. It’s the story about the streets of New York as they once were.”

The irony is that the windows lack a little something having to do with New York City storefronts. They look pretty much just like Urban Outfitter storefronts.

Or, as one wag reported, the fake storefronts are “far less fake than originally indicated.”

The lesson: If your stock-in-trade is edginess—or anything else—don’t disappoint.

— Adapted from “Urban Outfitters' controversial new NYC storefront more real than hyperreal,” David Pescovitz blog.

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