The idea of creating an avenue to connect the city-centre to the northwest of the city where the Royal Palace is located was conceived in the 19th century. Soon it became the commercial centre of Madrid and today it is known as the "Madrilenian Broadway''. Works started in 1910 and lasted until 1929, a time during which more than 300 houses were demolished and about 50 streets changed radically to become home to the new “sanctuary” of the rising consumer society. Many luxury brands and Insurance Companies are housed in the beautiful buildings that flank Gran Via and, among them, the iconic Metropolis building, designed in the early 20th century by the French architects Jules and Raymond Février, stands out. The building was designed for the insurance company La Unión y el Fénix and the 4-meter figure of the Winged Victory designed by Federico Coullaut Valera on the dome is one of Gran Vía’s most recognizable landmarks.