We seem to have an inordinate number of fires in car crashes, we've had the huge Jebel Ali Port fire, last week over 80 warehouses destroyed in the Al Quoz fire, with four people now confirmed dead, and this morning 100 shops in Deira were destoyed by fire.
Thankfully no-one was hurt in this latest incident, although some firefighters have been treated for smoke inhalation.
I guess the time of day helped to prevent casualties because the reports say it started just before two in the morning.
It's in the heart of Deira in Naif Souk and is being blamed on an electrical short-circuit in an air conditioning unit.
Reports are saying that, inevitably, huge crowds gathered to watch - probably endangering themselves and getting in the way of the emergency services. I know it's a cultural thing but I really don't understand this need to stand and stare at things.
Both Gulf News and Khaleej Times have photos showing the extent of the damage, such as this one from Gulf News reader Sajip P.S.