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'Horrible' and 'inappropriate' advert showing building on fire removed from shopping centre close to Grenfell Tower

Kidzania said the advert 'pre-dated the tragedy'

An "upsetting" advert depicting a building fire has been removed from Westfield shopping centre - one mile away from the scene of the horrific Grenfell Tower blaze.

The promotion for KidZania, slammed as "horrible" and "very inappropriate" in a complaint from a shopper, shows a building ablaze and emergency services at the scene trying to put out the flames.

The shopping centre is just more than a mile away from the scene high rise building, which broke out in flames in the early hours of June 14 and claimed the lives of around 80 people.

The KidZania advert is shown on several large screens within Westfield shopping centre(Image: UGC TMS)

The advert was spotted by Michael Browne on Monday (July 10) afternoon, and he has since spoken to both Westfield and KidZania.

He told getwestlondon : “I walked in it just hit me, it struck me.

“It’s an advert showing a disaster scene, and I thought it was a bit horrible, its upsetting.

“It’s so prominent and the fire bit is in the middle of the advert.”

Mr Browne, who was shopping for T-shirts on his own, spoke to the shopping centre’s concierge and on Tuesday (July 11) to someone from KidZania.

He continued: “I’m fortunate because we were not directly affected by what happened at Grenfell, but we know a number of people in the area and it is not appropriate - especially when you’re so close.

“I have no doubt that those directly affected use that shopping centre and if they walked in and saw that it can be distressing.

“I know it wasn’t done intentionally but it is something I feel strongly about.

A shopper was offended by the advert(Image: UGC TMS)

“It was a humongous disaster and will affect many people for the rest of their lives.

“I just think it’s very inappropriate so close to this area at this particular moment in time.

“Out of courtesy and consideration for people directly affected by Grenfell Fire surely they can remove it.

“I think it is upsetting and should be removed.

Tributes and missing posters were left on a wall near Latimer Road, close to Grenfell Tower in west London after a fire engulfed the 24-storey building(Image: Getty Images Europe)

KidZania is described as a virtual city for children aged which offers 60 real-life role play adventures, including the three emergency services.

The advert 'pre-dated the tragedy'

A KidZania spokesman said: "Everyone at KidZania has been deeply shocked and saddened by the Grenfell Tower disaster and is working with charities helping the children and families affected to enjoy the attraction free of charge and we will be running a special event just for those families.

"The advert in question is part of an ongoing campaign that has been running for two months and includes children dressed up as firefighters putting out a pretend fire.

"The advert pre-dated the tragedy, but to eliminate any misunderstanding this particular advert has now been taken down in Westfield London.

"Firefighting is one of most popular activities chosen by children at the attraction alongside other public service roles such as nursing and the police.

"Over 320,000 children have learned about the importance of the emergency services and 74,000 have been taught about the importance of fire safety.

"KidZania will continue to support the local community in general and those affected by Grenfell in particular."

The spokesman confirmed the advert was removed after it received the complaint from the shopper.

A vigil to remember the victims of the fire is being held on Wednesday July 12, four weeks after the tragedy.

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