A fire broke out at a souvenir shop on London's Oxford Street on Friday evening.
London Fire Brigade says 70 firefighters were battling the blaze, on the ground floor of a five-storey building near the West One Shopping Centre, into the early hours.
Ten fire engines were at the scene after the Brigade's 999 control officers took 13 calls to the fire, which reportedly broke out in Colour London, a souvenir shop.
It left Oxford Street closed in both directions between Marble Arch and Oxford Circus with people advised to avoid the area.
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The fire was brought under control by 2.14am on Saturday.
No injuries have been reported.
The building, which has flats above, is located on Gilbert Street at the junction with Oxford Circus near the Russell & Bromley shoe store and Lloyds Bank.
The cause of the fire is still being investigated.
A spokesman for London Fire Brigade told Mirror Online: "Ten fire engines and around 70 firefighters have been called to a fire at a shop with flats above on Gilbert Street at the junction with Oxford Street in Mayfair.
"The Brigade was called at 21.38. Fire crews from Soho, Lambeth, Kensington, Chelsea, Kentish Town, Euston and surrounding fire stations are at the scene."
Metropolitan Police were also at the scene providing support.
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