A St John spokeswoman said one ambulance and one rapid response unit attended a "fire incident" but did not treat anyone.
A Waihī resident drove past Queen St just after midday and said there was a large cordon in place and he could see at least two police cars and detectives standing on the street.
The cordon was on Queen St between Albert St and just after Kimberley Rd. He could not see any smoke, but said there was a lot of water on the road.
It was the second fire-related death today. Earlier this morning a person died in a "well-involved" house fire in Hunterville in Rangitikei District, north of Feilding.
Fire and Emergency NZ was alerted to the blaze around 5.45am and four fire trucks.