A fire broke out on the 12th floor of a tower block close to Grenfell Tower with seventy firefighters called to the scene.
Pictures show black smoke emerging from the Markland House block of flats on the Silchester Estate which is in Darfield Way.
The tower block is less than a five minute walk away from Grenfell Tower, where 72 people were killed in a horrific blaze in June 2017.
After the blaze broke out a witness near the scene in Notting Hill, west London, said it 'looks like flames are spreading' while another said "the smoke and fire is getting tense".
Another said an evacuation of the building was underway.
However photographs then emerged show firefighters inside a flat and the blaze appears to be under control.
Fire crews say they received 27 calls to the incident at around 11.40am today and are currently investigating.
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Dhin Chittenden said she cried as she ran down the steps from her 11th floor flat in Markland House.
The 26-year-old receptionist, who has lived in the building with her husband for a month, said she was already fearful about another tragedy like Grenfell Tower before Friday's fire broke out.
She said: "I kept thinking about that. If it's happened somewhere else then it could happen again."
A maintenance worker at the tower block knocked on the couple's flat and told them to leave.
Standing in her slippers, Ms Chittenden said: "I just grabbed my phone, my keys and ran downstairs."
Ms Chittenden's husband Fernando Villanueva said: "When I opened the door (to leave the flat) I saw the smoke coming out of the lift.
"My wife, she was thinking of Grenfell Tower. She knows what happened there and was very concerned."
The London Fire Brigade earlier tweeted: "Eight fire engines and around 60 firefighters have been called to reports of smoke in Darfield Way in #NottingHill."
A balcony on the 12th floor is alight, LFB have said.
"Crews are speaking to residents in the building to reassure them," a spokesman added.
One social media user tweeted: "I am at work near Holland Park and all I have heard for about 20mins straight is tons of sirens going off nearby.
"Half of London’s emergency services must be dealing with something around here."
The London Fire Brigade said in a statement: "Ten fire engines and around 70 firefighters were called to reports of a fire on a balcony at a block of flats in Darfield Way in Notting Hill.
"A balcony on the 12th floor was alight. Crews are speaking to residents in the building to reassure them. There are no reports of any injuries.
"The Brigade's 999 control officers took 27 calls to the incident.
"The Brigade was called at 1139 and the fire was under control by 1255 but crews will remain on scene this afternoon.
"Fire crews from North Kensington, Kensington, Fulham, Park Royal, Chelsea, West Hampstead, Soho, Hammersmith and Chiswick fire stations attended the scene.
"The cause of the fire is under investigation."
Kensington and Chelsea Council said: "We’re aware of the fire in Darfield Way and have several officers on the scene to assess the cause.
"We will keep you informed of any updates as we receive them."
The Metropolitan Police have tweeted: "Officers are assisting @LondonFire at an incident on Darfield Way in #NottingHill. No reports of any injuries."
The tower block in Darfield Way is just across the road from Grenfell Tower.
Two years ago a severe fire in the 24-storey tower block killed 72 people and lasted three days.
Many residents of nearby tower blocks were evacuated due to fears it could collapse.
We'll be bringing you the very latest updates, pictures and video on this breaking news story.
