Around 100 firefighters were called to tackle a blaze which engulfed a shop in southeast London.
London Fire Brigade (LFB) said it took crews more than three hours to bring the flames under control at a store in Perry Vale, Forest Hill, and a workshop at the rear.
Images on social media show crews outside the skiing and snowboarding store Finches Emporium, with billowing smoke from the property and flames within the flats above.
Around 15 people have been evacuated from neighbouring buildings and taken to a rest centre.
In a statement, LFB said it received the first of 49 calls at around 6.30pm on Thursday.
Officials said part of the ground floor shop, the first and second floors, the basement, along with part of a single-storey workshop at the back of the shop were alight.
Crews from Forest Hill, Lewisham, Beckenham, West Norwood and surrounding fire stations were deployed to the scene along with 15 fire engines.
Two 32-metre turntable ladders were used to extinguish the fire from above.
Local residents have been advised to keep doors and windows closed because of the smoke.
LFB added that the fire was brought under control by 11.44pm and the cause is still being investigated.
There have been no reports of any injuries.
People have been advised to avoid the area and warned of transport disruption.
Station commander Anthony Lewis said crews would be working through the night to fully extinguish this fire.
He said: “A 25-metre cordon is currently in place and the public are advised to avoid the area at this time.
“Significant traffic disruption can be expected in the Forest Hill area, including in the A205 South Circular Road. Rail services via Forest Hill station are also being affected as a result of this fire.”
