The name refers to Florida Street, the location of a favored meeting point, the Richmond tea room.
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Following work on a number of apartment buildings and private residences, Gianotti was commissioned to design the La Inmobiliaria Building (on Avenida de Mayo) in 1910, and Galería Güemes in Florida Street, possibly one of his best works, in 1913; with 14 floors, and a height of 80 m, it was considered to be the first skyscraper in Buenos Aires.
Originally published in Bartolomé Mitre's home (today, the Museo Mitre), its offices were moved a number of times until, in 1929, a Plateresque headquarters on Florida Street was inaugurated.
The Retiro section of Florida Street was the site of Harrods Buenos Aires, originally the London department store's only overseas affiliate, from 1914 to 1998; the abandoned landmark continued to host art shows and Tango festivals, and permits were obtained in 2009 to reopen the retailer.