[PHOTO] "Chinese on Sullivan Street"

[rfmcdonald]

This street sign for Sullivan Street in downtown Toronto's Chinatown, between Queen and Dundas on the east side of Spadina, features Chinese characters.

I've heard from others that some of the Chinese characters on street signs are attempts at phonetic transcriptions, while others are attempts to translate the sense of the street name. Can someone who reads Chinese--echomyst, jiawen, robertprior?--tell me what's up with the four characters on the sign above?