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London is located around the crossroads of two central streets of Belgrade, Kralja Milana and Kneza Miloša, just 500 meters south of Terazije, central Belgrade, between Terazije and Cvetni Trg. The area was named after the restaurant "London", named after the capital of the United Kingdom. In the 1990s the restaurant was turned into one of the branches of the "Dafiment banka", one of two major pyramid schemes in Serbia. After the collapse of "Dafiment", London was turned into a casino.
Important features in the vicinity are one of the main pharmacies in Belgrade,1 Maj; Andrićev Venac, short, artistic promenade (with artificial stream) dedicated to the Yugoslav novelist and Nobel prize laureate Ivo Andrić and Beograđanka, the tallest building in downtown Belgrade.
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