This is the entrance to Lilly, a chain of stores kind of like what in America is called a drugstore, selling makeup and toiletries and household cleaners, but until just this year they didn't have pharmacies in the stores. Now some of the stores have expanded to include that and I personally love it.
If you are looking for Lilly's website it's here: www.lilly.rs
There's not too much information there, though. In fact, this is all that's there (besides the logo).
Tel/fax: +381(011)2620-033, 620-797, 2626-127, 2627-486, 2622-074