By the mid-1990s with the opening of mainstream stores such as Le Chateau, probably the first chain store on the strip, the name "Queen Street" became synonymous with terms such as "trendy", "hip", and "cool". While original businesses such as the Cameron, the Horseshoe Tavern and The Rivoli have remained and changed little, the strip is now cluttered with mid- and higher-end international chain stores such as H&M and Zara, the antithesis of what the area was about in the 1970s and 1980s.