I get the designer dissatisfaction with the current OPEN signs, but I fail to see why the solution is better. To me the issue with the existing solutions is the light solution, but at least they clearly communicate their intent. With the proposed solution you still get the light solution, but the intent is not clear. How would this be better than a more universally appealing but clearly legible sign? Or perhaps even better, a universally read pictogram (icon)? Does this really solve the perceived problem and is the perceived problem and actual issue?
I value the exploration and discourse though. Always better to take a stab than idly complain.
Perhaps there is a motion element? Think of the old spinning barber pole? Spinning meant open, still meant closed. Pretty clean.