Hundreds of Aucklander have flooded social media with staggering photos and videos of a fire that has engulfed the SkyCity Convention Centre.
Thick black smoke billowing from the building can be seen across the city.
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Hundreds of people phoned 111 as flames could be seen leaping from the building top at about 1.15pm. Workers could be seen fleeing the flames.
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The fire has prompted pedestrians and others in CBD buildings to share the ordeal from all parts of Auckland.
A northern fire communications spokeswoman said about 1.15pm that they were getting "hundreds'' of calls from members of the public.
The building is still under construction in downtown Auckland.