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On the sign:
El Ayuntamienio DE MADRID AGRADECIDO POR LOS SERVICIOS A LA CIUDAD
A plaque by the city of Madrid honoring historic shops in the city
The San Ginés chocolate shop was established in 1890 and in 1894 produced the chocolate that brought it its fame: chocolate with choruses (dough candy) in a technique called "on the shoulder". During the Second Spanish Republic (1931-1939) the store was nicknamed "La Escondida" (hidden) because of its location between two main roads. The store is located in the center of Madrid near theaters, so it won visits from the audience who finished seeing the plays.
Translation of the text on the sign: El Ayuntamienio DE MADRID - The City Council of Madrid AGRADECIDO POR LOS SERVICIOS A LA CIUDAD - Thank You For the Services to the City desde - Since