"A lot of people said 'Help, help, help.' The fire brigade could only help downstairs".
Close to Notting Hill, the tower block is around a five minute walk from the Latimer Road Underground station and near the Westfield shopping center in the west London suburbs.
Ambulance officials say crews remain on scene as firefighters continue to battle the blaze in the 24-story building. Local news agencies report at least 30 people have been taken to hospitals and there are a "significant number of people" who are unaccounted for.
Photos and videos posted on social media showed flames shooting out one side of the building.
The Telegraph reports up to 600 people are believed to have been inside the 120 apartments. Hours after the fire broke out, a plume of smoke can be seen from miles away. The fire had spread from the second floor to the top floor of the building.
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More than 200 firefighters from all over London were struggling to contain a major fire at a tall apartment block in the west of the city early Wednesday, with fears that people are trapped in the burning building.
It's not clear how many people remain trapped inside the building or how many escaped, but witnesses say they saw people jumping from the tower. "A number of people being treated for a range of injuries", London Metropolitan Police said in a statement, adding that an eva.
"This is a large and very serious incident and we have deployed numerous resources and specialist appliances".
"Fire is from 2nd to top floor of 27 storey building", the fire service said on Twitter.
George Clarke told Radio 5 Live that he was covered in ash even though he was 100 meters (yards) from the scene.
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