Firefighters are currently responding to a fire on Golders Green Road in Golders Green.
Speaking from the scene, Assistant Commissioner Craig Carter said: "This morning, just before 0700, we were called to a fire on Golders Green Road.
"Fifteen fire engines and around 100 firefighters have been tackling the fire at its height, which has affected a ground floor shop and a storage area to the rear, which has partially collapsed. The flats above have not been affected by the fire, however residents from those flats have been safely evacuated as a precaution and a rest centre has been set up nearby. There are currently no reports of any injuries.
"The fire has been producing a significant amount of smoke, and we continue to advise people in the area to keep their windows and doors shut at this time, whilst firefighters work to fully extinguish the fire.
"Our specialist Fire Investigators, in conjunction with the Metropolitan Police Service, have worked at pace to establish that the circumstances of the fire are not believed to be suspicious and investigations on the cause and origin of the fire are ongoing.
"Several road closures are in place, including on Golders Green Road and several side streets. Disruption in the area can be expected throughout the day; however we are working closely with the Metropolitan Police Service to reduce the size of the cordon where we can.
"One of the Brigade's 32-metre turntable ladders is being used at the scene as a water tower to help fight the fire from above. A second 32-metre turntable ladder is being used as an observation tower to provide the Incident Commander with an aerial view of the fire. Drones have been deployed to survey the incident from above, providing live thermal images
"I know that this fire will have caused concern both for those in Golders Green and the wider community, and our Community Engagement Team are here this morning providing support and reassurance to displaced residents and those who live and work nearby.
"I want to thank our crews for their continued hard work, and our partners in the Metropolitan Police Service, London Ambulance Service, Hatzolah, Community Security Trust and the local community who have supported us on scene."
The Brigade received the first of 59 calls about the fire at 0647 and Control Officers have mobilised 15 fire engines and around 100 firefighters from Finchley, Willesden, West Hampstead and surrounding fire stations to the scene.