People watched in shock as "tons of smoke" billowed out of an Acton flat during a fire in which a man died.
The man's body was discovered in the split-level flat, on the ninth and 10th floors of a 13-storey block in Bollo Bridge Road, on Thursday afternoon (August 6).
Speaking to getwestlondon, workers at an office opposite the block of flats said: "Between 50-100 people assembled in the square below the block of flats, including family groups.
"There was tons of smoke, billows of smoke.
"It was gradual to start with, and then got a lot worse.
"The fire was quite shocking to a lot of people, but there was no panic. Children were still playing football outside.
"The Oak Tree Community Centre [next door to the block of flats] was used as a base after the fire for people, offering teas and coffees."
Ten fire engines and 72 firefighters from London Fire Brigade were called to the blaze at 2.20pm and managed to bring it under control by just after 4pm.
The fire badly damaged the property, and many charred items could be seen outside the block on Friday (August 7).
Firefighters tragically found the body of the man on the 10th floor of the split-level flat and he was confirmed dead at the scene by London Ambulance Service.
Crews from Acton, Willesden, Park Royal, Hammersmith, Chiswick, Heston, Northolt and Richmond fire stations attended the scene and the cause of the fire is now under investigation.
Bollo Bridge Road was closed in both directions while emergency services attended the scene.
