These pictures show how a new 244-bed student complex is taking shape in Norwich city centre, where Mecca Bingo once stood.
Alumno Developments is constructing the 13-storey building, which will be known as The Quad, at the site of the former bingo club and cinema.
Work has already started, but Thursday will see an official ground breaking event to mark the beginning of construction.
The company was also behind a student flats complex close to Norwich bus station.
David Campbell, managing director of Alumno, said: 'We're delighted to be working in Norwich again, where there is strong demand for modern, purpose-built student accommodation in the city centre. 'The Quad will provide much-needed services and facilities for students in a single, well-managed building, this offers an alternative to students taking up space in the local housing stock, and will encourage a new community to enjoy life in this vibrant city.
'We hope to build on our relationship with the community and further contribute to Norwich's growth and prosperity.'
The scheme was opposed by Aviva, which has offices nearby. The insurance company had urged Norwich City Council to turn down the proposals.
Aviva has enlisted consultants and surveyors to make its objection to City Hall over the 'overbearing' scheme, which they said would 'impact on sunlight and daylight and result in a loss of outlook' for its workers.
That 'will have a negative impact on the working conditions for employees', according to representation submitted to the council by Aviva's planning consultants Porta Planning.
But Norwich City Council's planning committee granted permission in October last year.
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