More than 100 firefighters are tackling a blaze through the five-star Mandarin Oriental Hotel, and singer Robbie Williams has been recorded being evacuated from the premises.
“This is actually happening”, a hotel guest wrote, posting a video which saw many fleeing down the fire escape from the burning building.
The guest then posted a further video which was captioned: “Just flew down the fire escape”, surrounded by multiple people including – 44-year-old Robbie Williams – all running away from the shocking scenes.
A huge amount of firefighters have been sent to battle the blaze close to Hyde Park.
The singer was believed to be staying in the luxury five-star hotel ahead of his appearance at Soccer Aid this weekend.
He could be seen wearing his tracksuit jacket in the footage, and is an assistant manager in the charity match.
The hotel had just completed a multi-million pound refurbishment prior to the shocking blaze, and is believed to have taken 18 months.
Images on Twitter show large plumes of black smoke filling the London skyline, with many taking to the social media site to share their own shocking images of the nightmare blaze.
One passer-by told the Sun Online: “We were walking straight past there and suddenly we heard screaming.
“There was thick black smoke billowing from the hotel.
“It seemed to suddenly get worse as it ignited and we could see flames on the side of the building.”
Fire crews state they are no reports of any injuries following the fire.