Floral tributes have been laid and candles lit in David Bowie's birthplace of Brixton, south London.
Devastated fans gathered outside a mural to a man hailed as having reinvented British culture.
Many carrying messages to the "Starman" were left at the foot of the artwork on the side of Morleys department store, which shows him made up as depicted on the cover of his hit 1973 album Aladdin Sane.
Some people brought their children as they laid their own poignant tributes, watched by cameras from around the world.
Others laid flowers outside a property thought to have been Bowie's childhood home in Stansfield Road.
Resident Vicky Webber, 37, stopped to take a photo of the bouquet and card with the messages: "RIP David Bowie we love you forever" and "He's gone but will never be forgotten. Bye bye hero."
The promo director was listening to Bowie's last album, Blackstar, which was released on Friday.
She said: "I'm a Bowie fan and have been since I was at uni. I never got a chance to see him live and I'm gutted.
"When I turned on the radio this morning I wondered why all the channels were playing David Bowie tunes - then I heard the news. It's sad, he was a legend."
Paddy Kelly said, having listened to the performer's latest album released just two days before his death, it is obvious why the theme was dark.
Mr Kelly, who hailed Bowie as having produced "new, invigorating music" right up until his death, said: " I got it (the album), I listened to it and I thought 'God Dave this is really deep stuff', but now it makes sense that the Starman has buggered off to a better place.
"He obviously knew he had limited time."
Helen Reid said Bowie led the way for people to be different.
"He transgressed gender and was just an inspiration for all kinds of people who felt like they didn't fit in," she said.
Asked what a fitting tribute to the musician might be, Brendan McGowan suggested a local concert, involving former Spiders from Mars drummer Woody Woodmansey and Bowie's long-time producer Tony Visconti.
He said: "I think it would be wonderful if they were to come to London and maybe do a special concert for David, maybe in Brixton."
Fellow fan Jerry Hill said Bowie had provided the soundtrack to his youth, while Mr Kelly added: " The word legend and icon is used quite liberally but no, that man, he was the business."