"I could see the whole right side of the building was on fire".
The massive fire has engulfed the Grenfell Tower in North Kensington from the 2nd story to the top floor, the London Fire Brigade has tweeted.
Two people are being treated for smoke inhalation - the tower block is home to hundreds of residents. Cordons were erected to seal off the scene, and people were urged to avoid the area.
One local told Radio 5 Live he is covered in ash, 100m away.
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He said he saw people waving flashlights from the top level of the building and saw rescuers "doing an incredible job" trying to get people out.
According to BBC reports, some are fearful the building could collapse.
The tower block is on the Lancaster West Estate, between Latimer Road Underground station and Westfield's White City shopping centre.
According to property website RightMove, the average rent in the building is around $2,500 a month.