A huge fire has erupted at a shop near Copeland Park in Peckham.
Fifteen fire engines and around 100 firefighters were called to the blaze on Rye Lane on Thursday evening.
Videos circulating on social media show thick black smoke billowing into the sky as crews work to tackle the blaze.
Other footage shows people gathered in Copeland Park, a popular events venue in the area, filming the blaze with their phones.
London Fire Brigade said the fire was at a shop and a storage unit, but the exact location is not yet known.
Local residents have been advised to keep their windows and doors closed.
It is unclear if anyone has been injured in the blaze.
Meanwhile, traffic is likely to be impacted, so members of the public are advised to avoid the area if they can.
Two of the Brigade's 32-metre turntable ladders are being used at the scene as water towers to help fight the fire from above.
Control Officers took the first of over 30 calls at 20.54.
The cause of the fire is not yet known.
A London Fire Brigade spokesman said: "Firefighters are currently responding to a fire on Rye Lane in Peckham.
"Due to a significant amount of smoke in the area, local residents are advised to keep their windows and doors closed."
© The Standard Ltd