Residents and businesses are being urged to "close doors and windows" as firefighters continue to battle a raging blaze on Harrow Road.
The warning comes from station manager, Sam Kazmanli, who is at the scene of the "severe" shop fire in Westbourne Park.
Thick plumes of smoke can be seen billowing from the scene as crews, including ten fire engines, work hard to stop the flames from spreading.
Mr Kazmanli said: “This is a severe fire in a shop with flats above.
“Firefighters are working hard to stop the fire spreading further to neighbouring buildings.
“There is a lot of smoke in the nearby roads and we’d ask people to avoid the area if possible and close doors and windows.”
The London Fire Brigade was called at 8.45am to a fire at a shop with flats above it.
Around 72 firefighters were to the scene where crews found the ground floor and extraction system alight.
There are no reports of anyone being injured, but it is not known whether anyone evacuated from the scene before the brigade arrived.
Fire crews from North Kensington, Paddington, Kensington and West Hampstead fire stations are at the scene.
A spokesman for the LFB said: "Ten fire engines and 72 firefighters and officers are tackling a blaze at a shop with flats above on Harrow Road in Westbourne Park.
"Half of the ground floor and part of the first floor is alight."
People are advised to avoid the area is possible.
The cause of the fire is not known at this stage.
Follow our live blog on the fire for the latest updates, pictures and video here .
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