Harry Low & Gem O'ReillyLondon
Around 100 firefighters are tackling a blaze at a supermarket below a block of flats in north-west London.
London Fire Brigade (LFB) received the first of 56 calls shortly after 06:45 BST to a three-storey building on Golders Green Road in Golders Green which it says it "is producing a significant amount of smoke".
Footage on social media appeared to show smoke billowing from behind Jewish supermarket Kosher Kingdom, which two locals told the BBC is where the fire started. There are no reported injuries.
The cause is unknown but "is not believed to be suspicious", said Craig Carter, Assistant Commissioner of the LFB, which advised people in the area to keep their windows and doors shut.
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The Kosher Kingdom describes itself on its website as the "largest Kosher supermarket in Europe today" and says the business relaunched in 2009 following a "devastating fire" .
Fifteen fire engines from Willesden, Finchley and West Hampstead have been tackling the blaze. A nearby rest centre has been set up for those affected.
A number of road closures are in place, including on Golders Green Road near the junction with Beverley Gardens. Traffic is also disrupted on the A406 North Circular in both directions between Brent Cross and Henlys Corner.
Police are at the scene and said they had been assisting the brigade with evacuations. A storage area to the rear of the shop is also affected.
A Met Police spokesperson said: "This is an ongoing incident with the focus on dealing with the fire and ensuring the safety of the public.
"It is too early to have determined the cause."
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Stevie, who lives opposite the site of the fire, told BBC London she could smell "really, really intense smoke".
She said: "I couldn't see anything - it was just pure smoke. It's really sad."
Cameron said the view from their window was "like looking at a sheet of paper".
He added: "I genuinely thought I couldn't see anything at all. We shut the window and the smoke dissipated.
"We looked across the road and it was just billowing out of the top of the building. I've never seen anything to that scale."