Staff and shoppers had to be evacuated after a fire broke out on the 5th floor of the historic Primark Bank Buildings in the Castle Street/Royal Avenue area of Belfast.
Currently 14 fire appliances and 80 firefighters are attending the blaze which is believed to have started shortly after 11am.
In videos shared on social media, flames can be seen bellowing from lower parts of the building.
A spokesperson for the Northern Ireland Fire and Rescue service tweeted saying the incident is likely to continue throughout the day also advising residents and businesses in the City Centre to keep windows and doors closed.
It’s understood the high street store was seeking to hire 100 new employees following an 30,000 sq ft extension to the rear of the property at a cost of £30m.
Motorists are asked not to use Bridge Street, High Street, Castle Street, Queens Street, Royal Avenue and North Street to allow fire crews to deal with the blaze.
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