It was a normal, happy day at the mall in Kemerovo, Russia, a coal-mining town about 200 miles from Moscow, a school holiday so there were more children than usual in the entertainment and shopping complex.
Surveillance video shows a crowd of children and parents, milling about and enjoying the bowling alley, cinemas, arcade games, and other activities the mall had to offer.
Then, in a flash, flames begin shooting out of the children's trampoline room on the fourth floor of the complex, sending shoppers, adults and children alike, running for their lives.
In just a few seconds, the entire area is filled with smoke, as panicked patrons try their best to find an exit.
According to the BBC, "the fire broke out at about 17:00 (10:00 GMT) on Sunday. Some 660 emergency personnel were deployed in the rescue effort.
"Firefighters said the building was still smouldering a day later, with smoke billowing out and the remaining structures at risk of collapse."
"At least 64 people have died in a fire that engulfed a shopping and entertainment complex in the Siberian coal-mining city of Kemerovo.
"Many of the victims are children. Ten people are still listed as missing.
"The blaze started on an upper floor of the Winter Cherry complex during school holidays. The mall's shops, cinema and bowling alley were packed at the time.
"Video posted on social media showed people jumping from windows to escape the flames.
"According to preliminary information, the roof collapsed in two cinemas," Russia's Investigative Committee said in a statement.
"The cause of the fire is not yet known. The authorities have launched an investigation.
"Four people have been detained for questioning, including the head of the company that manages the shopping centre, according to the Investigative Committee. The owner of the Winter Cherry complex is among those being held."
To see the dramatic surveillance footage of the first few minutes of the inferno, watch the video, below.