I think the location in the OP might be wrong. There's currently waterslide footers going in near the sign facing Old Knoxville Highway and Winnfield Dunn Pkwy. Drove by it yesterday morning when leaving the Smokies.
The brake and bypass could be an incredibly good fakeout moment if the theming is done correctly. Wonder if it's too much to have the theming change the second time around? Maybe have alternate lighting and projections.
What an interesting concept and brilliant use of space.