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The blaze broke out at 7.30pm in Great Windmill Street, near Piccadilly Circus, and Shaftesbury Avenue was closed in both directions.

At least four fire engines and nearly two dozen firefighters were sent to the scene and pictures show plumes of smoke over the West End.

Eyewitnesses described panic as emergency workers descended on the area and people were evacuated from the surrounding roads.

One person tweeted: "Multiple fire engines at Piccadilly Circus. Hope no one is hurt. Strong smell of smoke in the air".

(Image: TWITTER/@chat_coloc)

(Image: TWITTER/@FezReports) (Image: DS)

Another person described "scary scenes" as smoke poured onto the streets.

Witnesses said the smoke appeared to be coming from the family attraction, Ripley's Believe It or Not!.

One wrote on Twitter: "OMG my friend just sent this to me! Fire at Ripley’s Believe It or Not in Piccadilly Circus. What really happened to London!"

However, Ripley's official social media account sent out a message saying the fire was not in its building.

(Image: TWITTER/@aboscawen)

(Image: TWITTER/@clairefyoung)

London's Fire Brigade later told Daily Star Online the blaze broke out in an electrical substation in a five-storey building in Great Windmill Street.

A spokesman said crews evacuated 20 people from the groundfloor.

There are not believed to be any casualties.