Firefighters have issued a smoking safety reminder after a large fire at a pub in Chalton Street, Euston.
Around half of the roof and second floor of the building were damaged. There were no reports of any injuries.
The Brigade's fire investigators believe the cause of the fire was the unsafe disposal of smoking materials.
Station Manager Steve Chesson, who was at the scene, said: "The pub was open and in use at the time of the fire and a number of people left the building before the Brigade arrived.
"This incident shows how important it is to ensure your cigarette is completely out when you've finished smoking it.
"If it's not, you risk causing a fire which could not only destroy property, but could also cost you your life."
The Brigade's 999 Control Officers took 18 calls to the fire.
The Brigade was called at 2006 and the fire was under control at 2128. Ten fire engines and 72 firefighters and officers from Soho, Islington, Kentish Town, Shoreditch, Paddington and surrounding fire stations were at the scene.