A man shot dead in front of his family in Battersea has been named by police as Flamur Beqiri.
The 36-year-old Swedish national was gunned down outside his luxury London home at 9pm on Christmas Eve while with his wife and child.
Flamur, known as Alex, was found by emergency services suffering gunshot injuries and was sadly pronounced dead at the scene.
No one has been arrested in connection with the shooting.
It is understood Mr Beqiri was the co-founder of a record company, which has offices in London and Stockholm.
He is also the brother of reality TV star
Detective Chief Inspector Jamie Stevenson, of the Specialist Crime Command, described the killing as "horrific".
He said: “Our investigation is in the very early stages and we are still working to establish what the motive could be that has led to a man losing his life in such a horrific way, on Christmas Eve, in front of his family.
Have you been affected by this story? Email webnews@mirror.co.uk
“They have been devastated by this horrible event and are being supported by specialist officers.
“We know that the victim was returning home with his wife and young child following an evening out, when he was shot just yards from his home.
"The assailant then fled on foot in the direction of Battersea Bridge Road."
He continued: “The attack took place at 21:00hrs in the evening. Not only would many people have been out going about their business, but I am sure many residents would have been alarmed by the sound of the disturbance and gone to see what had happened.
“Did you see a person fleeing the area? Where did they go, and what did they look like? Had you noticed anyone loitering in the area beforehand?"
One neighbour, who heard the gunshots, raced out to try and save the father, but nothing could be done to save him.
Another said they heard gunshots followed by a woman screaming "desperately" for help.
They said: "I was watching television when I heard this round of shots. One after the other very quickly. There was between eight to 10 of them.
"I knew it was a shooting and I didn't want to come out because I was scared it might not be safe.
"I then heard the screams of the wife. I came out and realised it was one of my neighbours. He was lying in front of his doorway in a pool of blood.
"He was still alive. We were really hoping he would make it.
"You have no idea how desperate she [his wife] sounded."
Julian Stratton, 51, was at his parents’ home just metres from the scene at the time of the incident.
He said: “We are friends with a man who lives directly opposite the scene. He told us there was a knock at the victim’s door, which was answered.
"Then there were five gunshots. Four back-to-back, ‘bang, bang, bang, bang,’ then a pause before the final shot.
“The shots were heard by many neighbours, but being Christmas Eve, most people thought they were fireworks, at first."
Superintendent Richard Smith said officers are working hard to get "justice" for Flamur's family.
He added: “My thoughts are with the family and friends of the man who lost his life in such tragic circumstances on Christmas Eve.
"Local officers are on duty across the bank holiday and are working closely with homicide detectives from the Met’s Specialist Crime Command, to understand what happened and bring those responsible to justice.
"There is no suggestion that there is any ongoing risk to members of the local community in Battersea. Please do contact us if you have any concerns or information relating to this incident”.
Anyone with information is asked to contact police on 101 or tweet @MetCC and quote CAD 6410/24Dec.
Alternatively, call the independent charity Crimestoppers anonymously on 0800 555 111.
