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I'm sure this was part of a longer word, but I can't remember what it was.
EDIT: Thanks, hansie14, for pointing out that it's a shop called "Fast or Die", near the Soho Lomo shop!
It looks like a shop just down the road from the Lomography store Soho called 'Fast or Die' :)
I also have a lomo of this! www.lomography.com/homes/ophelia/albums/1778842-london-call…