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A grinning couple uploaded this selfie on New Year’s Eve with the burning Address Downtown hotel in the backdrop.
The picture, posted by AR Alateeqi, was captioned: ‘New Year my dear Dubai. May God bless you and keep you safe, you always surprise us with the biggest fireworks.’
Despite the horrifying image of billowing building behind the pair, his followers replied with comments such as ‘couples on fire’, ‘what an event’ and ‘lol’.
However, Twitter users have been using the hashtag #DubaiFire to spread the image, as well as being vocal about their disappointment.
Some have dubbed it the “most inappropriate selfie” ever, calling the people in the photo stupid and idiots.
Azhar Siddique remarked: ‘Why on earth would you do this?’
Another commented: ‘How evil or stupid are this couple taking a picture in front of a towering inferno.’
The 63-storey skyscraper was engulfed in flames on New Year’s Eve, with firefighters speculating that it may have been caused by curtains catching on fire.
The blaze originated on the building’s 20th floor.
It has raised new questions about building safety for those living in the United Arab Emirates.
Image: AR Alateeqi posted this selfie to Instagram, with the burning Address Downtown hotel behind him. Photograph: ar_atiki/Instagram