THIS dramatic picture captures the moment a landmark Worcester building came crashing to the ground - making way for a £20 million rebirth signalling a new dawn in the city's history.

The familiar facade of Worcester's old Giffard Hotel has been ripped apart as work continues on the huge Cathedral Square redevelopment project.

Construction workers have been on site all week and thousands of passers-by have been startled by the sight of a huge crane demolishing the side wall, sending bricks and debris crashing to the ground.

It finally marks the end of the old Giffard, which dated back to 1967 and was regarded by many as the city's ugliest building.

After failing to bring the luxury hospitality many city leaders hoped for it closed in 2003 with the loss of 50 jobs, before part of the site became the current Travelodge.

This week's work is paving the way for the creation of a continental style public piazza, which will sit in front of an array of new restaurants offering views to Worcester Cathedral.

A big re-cladding effort will soon kick in to give the old plaza a completely new look and feel, making it virtually unrecognisable to before.

Seven new restaurants are destined to overlook the new piazza, making it a new 'foodie' destination, while a gym and remodelled shops units are also part of the deal for the newly-named Cathedral Square.

We revealed earlier this week how budget gym chain Fitness4less has signed up to the site, joining four committed restaurants.

Bryon Hamburgers, Ask, steakhouse Miller and Carter and casual dining chain Cosy Club have signed up so far, with several more interested chains eyeing it up.

Investors Salmon Harvester say they are delighted with how the project is going, with the new destination set to be complete by next year.

Nick Webb, from the firm, said: "We have an exciting line up at Cathedral Square and look forward to announcing further names shortly.

"The development is on programme and due for handover to tenants in the spring of 2017."

Meanwhile the demolition of the Giffard has sparked Worcester News readers into offering their memories of the hotel, which was considered a seriously impressive venue at one time.

Sarah Broughton, writing on our Facebook page, said: "I remember always seeing the red carpet rolled out on a Saturday, and then hanging around in case you got a glimpse of a bride and groom arriving for their reception.

"I had mine there in 1984, and it was considered the classiest venue in the city at that time."

Fellow reader Mark Coulthurst said: "I proposed to my wife in the restaurant.

"The ring was delivered to the table by the manager on the stem of a single rose, she said 'yes' and 25 years later, we are still happily married."

* See tomorrow's Worcester News for more readers' memories of the site.