“Vischhandel” means “fish trade” in Dutch, so I have a theory that this is just a pub in a place that used to be a fish shop (in the late 19th or early 20th century, judging by the sign’s typeface).
This was taken in Haarlem, Holland. The guy on the photo was opening the pub. He thought he was ruining my photo, but I really wanted him on it. He laughed.