FOR years it stood proudly, synonymous with Burton.
But now, just like the Marmite tower before it, the curtain has finally been drawn on Burton's Pirelli factory.
For the past year a demolition team has been removing buildings on the Princess Way land which was owned by the tyre giant.
Then in June, work started to bring down the iconic unused high-bay warehouse, which featured the famous name, in Derby Road.
Developers will now focus on the building up to 300 homes alongside a commercial project including offices, a pub, hotel and restaurants.
Ian Romano, senior development surveyor at St Modwen, which is undertaking the work, said: "The scheme will deliver good-quality homes, leisure facilities and generate several hundred jobs through the construction and completed development."
The redevelopment came after Pirelli's decision to sell off unused buildings. Its head office continues to operate from the existing office block.