It will be a New Year’s Eve moment that this couple and now the Internet will never forget.

The Address Downtown Dubai hotel made headlines on Thursday when it caught fire. At least 14 people were injured after flames engulfed the 63-story building.

But a picture, posted by Instagram user AbdulRahman Alateeqi is now making its own headlines, as it shows a happy couple with the building on fire in the background along with the caption “Happy New Year my dear Dubai. May God bless you and keep you safe, you always surprise us with the biggest fireworks,” according to the Daily Mail.

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The photo was soon taken down after it unsurprisingly received backlash.

Though some reportedly commented “couples on fire” and “what an event,” others were turned off by the insensitive selfie, according to the New York Post.

“Yeah let’s take a selfie where people could be burning to death,” one person said.

Another commented: “how evil or stupid are this couple taking a picture in front of a towering inferno.”

It was even reportedly called the “most inappropriate selfie ever.”