There are now 125 firefighters battling a huge blaze at The Mall shopping centre in Walthamstow, East London.
The fire broke out at around 7:40am and efforts are being made to save the building, but the blaze seems to have grown in intensity throughout the morning, Metro reports.
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London Fire Brigade said that part of the roof was alight, and it is not known yet whether the fire has spread to the shops below.
In an earlier statement that came before more firefighters turned up on the scene, the fire service said: "Fifteen fire engines and around 100 firefighters have been called to a fire at The Mall shopping centre on Selborne Walk in Walthamstow.
"The Brigade was called at 07:40. Fire crews from Walthamstow, Leyton, Tottenham, Leytonstone, Homerton and surrounding fire stations are at the scene. The cause of the fire is not known at this stage."
CUSTOMER NOTICE: Due to an earlier incident, the centre is currently closed to the public. We will post more updates as we have them.
Twenty fire engines and around 125 firefighters are now at the scene of the shopping centre fire in #Walthamstow bit.ly/2Y5U3nd
Residents are advised to keep doors and windows closed due to the smoke from the #Walthamstow fire as crews work to bring the blaze under control. There are also local road closures in place bit.ly/2Y5U3nd © @thatadamfrench
Fifteen fire engines and around 100 firefighters are now at the scene of a fire at The Mall shopping centre in #Walthamstow © @wfcouncil bit.ly/2Y5U3nd
According to the Mirror, eyewitnesses have said that emergency crews are struggling to get the fire under control.
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Station Manager Steve Smith, who is at the scene, said: "There is a lot of smoke so we would advise local residents to keep their doors and windows closed while crews tackle the fire.
"There are local road closures in place so motorists should avoid the area where possible."
The Brigade was called at 07:40. Fire crews from Walthamstow, Leyton, Tottenham, Leytonstone, Homerton and surrounding fire stations are at the scene.
Waltham Forest Police posted on Twitter: "Officers are dealing with a major incident on Selborne Road E17. Road closures are in place. Please avoid the area and The Mall E17."
Topics: UK News, News, Fire, UK