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On the sign:
GREATER LONDON COUNCIL
IVOR NOVELLO 1893-1951 Composer and Actor Manager lived and died in a flat on the top floor of this building
The Welsh actor Ivor Novello, who was one of the most popular entertainers in Britain in the first half of the 20th century, lived on the top floor of this building. The building housed the Strand Theater which is now called the Novello Theatre. The sign was placed in 1973