The massive blaze erupted on the top floor of the bargain clothes shop in Belfast this morning as shoppers were evacuated from the store.
Dramatic pictures show flames shooting from the building with thick smoke covering the city skyline.
The roof has now collapsed and locals are reporting hearing "loud bangs" as firefighters tackle the inferno.
The Northern Ireland Fire and Rescue Service tweeted: "Firefighters are currently dealing with a fire in the 5th floor of the Primark building in the Castle Street area of Belfast.
"11 Appliances are in attendance. The building has been evacuated.
"The public are advised to avoid the area whilst the incident is ongoing."
The Police Service of Northern Ireland also issued a warning to motorists to avoid the area.
A number of diversions are in place at Bridge Street, High Street, Castle Street and Queen's Street as well as Royal Avenue and North Street to allow the fire service to deal with the ongoing incident.
Police have advised drivers to seek an alternative route.
Primark said: "Our Belfast store on Castle Street was safely evacuated this morning (Tuesday) following a fire on the roof.
"Fire services are attending the scene and working to extinguish the fire."
The Bank Building was built in 1785 and was damaged by three bombs on April 9, 1975.
It was refurbished in 1979 and reopened by current owners Primark.
More to follow…
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