Thick black smoke turned Sunderland's skyline black after a fire broke out.
Firefighters used a drone to help tackle the blaze, which slowed traffic during rush-hour on Monday evening.
Water was also dropped from an aerial platform as five crews raced to the tyre fire in in Ayre's Quay.
A dramatic picture shared by Tyne and Wear Fire Service showed the charred aftermath while the service had warned people to stay away - and to close their windows.
Despite that, some people stood near the Beach Street blaze as others described watching the smoke take hold of the skyline.
"It was pretty black and thick," said one local, who gave his name only as Wayne.
"At first I thought it was coming from Home Bargains, then I heard all the engines coming.
"The police officer said to us 'move back in case it goes off - but if it is going to go up, then they should have shut the road."
Police didn't close the road, although officers guided cars over the hose which covered the road.
And traffic moved slowly, with drivers slowing to catch a glimpse of the fire which broke out at around 5.15pm.
A cause has not yet been made public.
