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On the sign:
[Emblem of the city of Madrid]
EN ESTE LUGAR ESTUVO EL
HOTEL FLORIDA (1924-1964)
EDIFICIO DE ANTONIO PALACIOS
LUGAR DE ENCUENTRO DE ESCRITORES, ARTISTAS Y CORRESPONSALES DE TODO EL MUNDO
The Florida Hotel was a place where foreign representatives stayed, mainly during the Spanish Civil War. Ernest Hemingway is best known for writing a play here. The building, built in 1924, was demolished in 1964 and is now a shopping mall.