DIY in Geneva

Someone'll see it!

This is the advertising Migros bought on a billboard outside our apartment. It has been vexing me for the past few days, because I have been trying to work out why it is here.  I'm struggling to  understand why the media buyer at Migros thought this would be a good place for this particular ad for their DIY store.
Every building on our street is an apartment block, with no garden anywhere, and off the top of my head the nearest house with garden is three roads over from the ad.