One of the Gold Coast’s most popular shopping centres has been evacuated this morning following reports of a fire.

Multiple fire crews rushed to Australia Fair in Southport around 8.30am after a strong smell of smoke was detected in the area.

Upon arrival, crews discovered smoke coming from a switchboard at the front of the centre on Marine Parade.

Hundreds of shoppers were forced to flee onto the street, however thankfully no one was injured.

Five fire crews remain on scene ventilating the centre.

There are no further details available at this time.

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