Christmas shoppers watched in horror as a man plunged to his death after he jumped from the top floor of a multi-storey car park today.
The tragic incident happened at the Oracle shopping centre in Reading, Berks.
Shoppers were shocked when the man anded in the road next to the entrance of the busy centre.
Roads around the area were closed as emergency services rushed to the scene.
A cordon was put in place as shopping centre staff moved the shoppers away from the scene.
A spokesperson for the shopping centre confirmed the incident happened at 10.04am this morning.
"We can confirm that there was an incident at the centre this morning and we are working closely with the emergency services."
A spokesman for Thames Valley Police said: "We are investigating an unexplained but non-suspicious death of a man in Bridge Street, Reading.
"We were called to the scene at 10.09am today. Police are currently at the scene and a cordon is in place."
A spokesman for South Central Ambulance Service said: "We received a call at 10.04am and sent two ambulance crews. Sadly, one patient was confirmed deceased at the scene."
The man’s body was taken to the Royal Berkshire Hospital where a post mortem will take place.
The victim has not yet been named by police.
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