I had a look back in time from the 1930 Front & Simcoe loop picture. Goad's Maps of 1910(http://ohqdigit.tpl.toronto.on.ca/OHQ_Maps/image/189.sid) show the Grand Union Hotel on the ne corner of Front & Simcoe, followed by "R Simpson & Co's Wrehse". The building with the signage is not named, but...