Around 100 firefighters have rushed to a huge blaze at a warehouse in London.
Fire crews were called to tackle the flames on Bridge Road in Southall, west London, just before 9am.
Plumes of black smoke could be seen billowing across the skies for miles.
Loud bangs could be heard coming from the scene of the fire, which has broken out at a two-storey structure formed of a warehouse and retail space.
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In an updated statement shortly before 10.30am, the London Fire Brigade said about 75 per cent of the structure was currently alight.
It stated: "Residents in the local area are advised to keep doors and windows closed due to the large amount of smoke being produced by the incident.
"Traffic in the area will also be impacted as crews respond.
"The Brigade's Control Officers have taken over 50 calls reporting the fire, with the first received at 8.55am.
London Fire Brigade said it had received more than 50 calls reporting the blaze
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"Crews from Southall, Heston, Ealing and surrounding fire stations have been sent to the scene."
It added that the cause of the fire was not yet known.
One local resident, Anya, said she thought the sound of "explosions" coming from the fire were "fireworks".
She told MyLondon: "I was doing my own thing and I kept hearing explosion sounds, and I’m so used to that sound because it's Southall and people have been doing fireworks, so I didn’t think about it as it’s day time.
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Residents have been urged to close their doors and windows due to smoke
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"Then I started hearing sirens and [more] explosions, much stronger than normal fireworks. And I looked and the warehouse had the biggest fire I've ever seen."
London Ambulance Service confirmed crews are in attendance at the scene but have not treated any patients so far.
A spokeswoman for the ambulance service said: "We were called at 9am this morning (November 25) to reports of a fire in Bridge Road, Southall.
“We sent an ambulance crew, a paramedic in a fast response car, an incident response officer and our Hazardous Area Response Team to the scene.
London Fire Brigade said around 75 per cent of the structure was alight
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“We are still at the scene alongside colleagues from the London Fire Brigade and Metropolitan Police Service.
“There have been no patients so far.”
It is the second major fire to take place in Southall in recent days.
A man died following a house fire on the nearby Queens Road on Friday, November 21.
Emergency service crews rushed to the blaze at around 10.20pm.
The man received treatment from ambulance staff but was pronounced dead at the scene.
The cause of the fire is under investigation.
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