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A 57-year-old man has been rushed to hospital after being hit by a falling brick in London's Piccadilly Circus.
The man was treated by paramedics at the scene following the incident which took place in the busy tourist hotspot at 2.27pm today.
He was later taken to hospital from Coventry Street by air ambulance, which was seen landing at Trafalgar Square, to a major trauma centre.
The area has since been cordoned off, with witnesses saying the man was struck by a 'decorative ball' which fell from a building.
Another passerby described the pedestrian as walking along the street as 'something fell from upstairs.
They told LBC: 'It knocked the man down and his head was widely open with a lot of blood.'
FInley Dart, 18, said he heard screaming and rushing after the 57-year-old had been struck down by the brick.
'Everyone was worried as bystanders approached the man,' he told The Sun. 'Lots of people wanted to help him and it was nice to see everyone trying to do so.'
The Reading native described bystanders wrapping their clothes around the man so his injuries were no visible to the public.
'When police and ambulance services arrived, they closed off the nearby shops and dispersed the crowd that had formed.'
When emergency responders arrived, a neck brace was placed around the wounded man while he was being treated, Finley added.
A Metropolitan Police spokesperson said: 'Emergency services are responding to an incident in Coventry Street, W1 after reports a piece of masonry fell from a building and hit a 57-year-old man.
'The man is currently receiving treatment from the London Ambulance Service and will be taken to hospital shortly by London's Air Ambulance.
'The severity of his injuries are not known at this stage.
'This incident is ongoing. People are advised to avoid the area at this time.'
A London Ambulance Service spokesperson said: 'We were called today (Tues 28) at 2.27pm to reports of a person injured in Coventry Street, London, W1.
'We sent resources to the scene including ambulance crews, an incident response officer, an advanced paramedic practitioner and London's air ambulance.
'We treated a man at the scene before taking him to a London major trauma centre.'
Piccadilly Circus is a busy area of the West End popular with tourists for its entertainment, dining and shopping outlets.
This is a breaking news story, more to follow.