East London's Welling High Street has been closed after a fire broke out in an apartment store above.
The pictures show thick smoke coming out of the store.
Dark fog has spread over the city center and witnesses in the area say the smoke is so thick that it is difficult to breathe.
Ten fire engines and 72 firefighters are responding to the blaze, which broke out around 4 p.m.
Police and paramedics are also on the scene. There are no reports of injuries.
The London Fire Department said: "Ten fire engines and 72 firefighters and officers have been called in to put out a fire at a department store on Welling High Street."
"Half of the store on the ground floor has burned down"
"Firefighters from Bexley, Plumstead, Erith, Sidcup and surrounding stations are on the scene. The causes of the fire are not known at this stage. "