Black smoke billowing from a fire on View Rd in Rotorua can be seen from as far away as the CBD.
A Fire and Emergency NZ spokesman said a fire at a commercial building on View Rd was reported about 12.30pm.
The two-storey building, which is about 20m by 30m, was well involved when crews arrived, he said.
There are five fire crews at the scene and another two on the way.