About 100 firefighters are tackling a major blaze at an industrial unit in Shirley near Solihull.
Crews were called to the fire at Cranmore Boulevard just before 1000 BST on Saturday.
Police closed a number of roads and aircraft passing over the area were diverted.
It is believed the unit is used to store plastics and glass and residents in the area are being advised to keep their windows closed.
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I have never seen anything like this in the area before and I'm very concerned about the pollution
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A huge pall of smoke coming from the fire could be seen up to 10 miles away.
An explosion has also rocked the building, hampering attempts by firefighters to bring the blaze under control.
Divisional Officer Keith Richards, of West Midlands Fire Service, said: "The advice to local residents is to stay indoors and close windows.
'Thick smoke'
"The fire is now surrounded and all person are believed to be accounted for.
"Crews will be deployed for several hours at this incident and the cause is under investigation."
Local resident Andrew Mullins, who lives on a road near the storage unit, said the flames were immense.
He told BBC Radio WM: "The flames are at least 150ft high and there is a plume of thick, black smoke.
"I have never seen anything like this in the area before and I'm very concerned about the pollution."