The title alludes to the now iconic building located on Licenciado Verdad Street in Mexico City's Historic Center, which for a period of about ten years, cradled the movement. It was there that artists, writers and curators of the likes of Maria Guerra, Eloy Tarcisio, Silvia Gruner, Michael Tracy, Thomas Glassford, Melanie Smith and Francis Alys, made their homes and studios. Works of art, individual and group exhibitions, parties and gatherings that summoned active personalities of the most diverse kind, took place in this building, turning it into a model of production and diffusion of contemporary art.

Together with other spaces in the Centro Historico, such as Aldo Flores' Salon des Aztecas or La Casona, under the direction of Guillermo Santamarina, the Licenciado Verdad building became a platform for the experimentation of new languages in the visual arts.