Swift Fire fighters have reportedly contained the fire at 20th Century. So far no casualties have been reported.
Smoke could be seen billowing from the building as firefighters grappled to put it off.
The cause of the fire which started in the afternoon is yet to be established as pedestrians flocked to see what was transpiring.
The fire started shortly after 1 pm, on some of the upper floors.
The building houses IMAX cinema theatre on the first floor, Dancing Spoon restaurant, Flush Cleansers among other premier establishments that also include clothing shops