Around 120 firefighters are tackling a blaze at a five-star hotel in central London.
Huge plumes of smoke were seen coming from the Mandarin Oriental in Knightsbridge, a week after its multi-million pound restoration was completed.
London Fire Brigade said the cause of the flames was not yet known and it was called shortly before 4pm.
Twenty five fire engines are at the scene and London Ambulance Service said it had sent a "number of resources" including its hazardous area response team.
A tradesman working at the hotel said he saw a "big fire" on the roof before raising the alarm.
The 19-year-old lift engineer, who gave his name as Harry, said: "I said (to my colleague) 'Lee, there's a fire over there, let's get out of the building. Get out the lift shaft, I'm being serious'.
"We ran down the stairs and went and got the scaffolder out of the loading bay."
He said the builders on the roof had been cutting materials and doing other work during the day.
"I could see the orange flames on the roof," he said.
TV presenter Anna Whiteley said she was among those evacuated from the hotel, adding that she was "so impressed by the organisation in bringing everyone to safety".
Graham Heels, who works near the hotel, told Sky News: "There was a lot of smoke billowing from the roof, thick black smoke, and debris floating up into the air."
Staff from the hotel were evacuated to Hyde Park where they were being given bottles of water.
London Fire Brigade station manager Pam Oparaocha said: "The smoke from this large fire was very visible across central London this afternoon and we received a number of emergency calls.
"Firefighters are working extremely hard to bring the fire under control. Crews wearing breathing apparatus are carrying out a search inside the building.
"Firefighters are likely to be there throughout the evening and once the fire has been brought under control fire investigators will take over to establish how the blaze started."
A hotel spokesman said: "We are aware that there is a fire at Mandarin Oriental Hyde Park, London, and that the fire brigade is at the hotel.
"As the situation is still unfolding, we have no further details to share at this time, but will provide an update soon."
The Mandarin Oriental describes itself on its website as "one of London's most celebrated five-star hotels" that "exudes an enticing mix of elegance and luxury".
It has recently completed a multi-million pound renovation – which it described as "the most extensive restoration in its 115-year history" – and has a number of luxury restaurants including Dinner by Heston Blumenthal.
The historic, Edwardian-style building was first opened as the Hyde Park Hotel in 1902 before it was bought by Mandarin Oriental Hotel Group in 1996.
The Mandarin Oriental had completed a reported 18-month long £185m refurbishment project in May.
Designer Joyce Wang had been tasked with transforming all 181 bedrooms and public areas.
In 1899, a major fire struck the building which damaged the top three floors of the Knightsbridge wing and destroyed part of the roof. There were no fatalities or injuries in the incident.
The Mandarin Oriental has had a long relationship with the Royal Family and it hosted a gala dinner before the wedding of the Duke and Duchess of Cambridge in 2011.
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