Ten fire engines and around 70 firefighters were called to a fire at a shop with offices and flats above on Gilbert Street at the junction with Oxford Street in Mayfair.
The shop was destroyed by the fire and a small part of the first and second floor were also damaged. There were no reports of any injuries.
The Brigade's 999 Control Officers took 13 calls to the blaze.
The Brigade was called at 2138 and the fire was under control by 0214 (Saturday). Fire crews from Soho, Lambeth, Kensington, Chelsea, Kentish Town, Euston and surrounding fire stations were at the scene.
The cause of the fire has been recorded as undetermined.