In the 30s of the 20th century, the nineteenth-century buildings on Calle San Vicente began to be replaced by others in the Rationalist and Art Deco style. This happened in the section that goes from María Cristina avenue to San Agustín square.

In 1844 it was one of the first streets to be illuminated with gas streetlights and the first cinemas (Romea, Turia, etc.) were also established there. The Olympia cinema, now a theater, was built on the grounds of the convent of San Gregorio, demolished in 1911.