The 27-story Grenfell Tower was built in the 1970s and recently subject to a $10.9 million redevelopment, according to property firm Rydon.
Eighteen people are now in critical condition.
The ambulances service said 69 people had been taken to hospital and 18 were in critical care.
By 5 p.m., it was still not clear how many people were able to escape the fire and how many others were still missing. "As I was going down the stairs, there were firefighters, truly wonderful firefighters that were actually going upstairs, to the fire, trying to get as many people out the building as possible", he told the BBC.
Francis of Assisi and a nearby mosque are serving as gathering points for donations for those who raced out of the burning building in the middle of the night, fleeing with little else than the clothes in which they slept.
For those even closer to the tower block, the noises that woke them were much more harrowing - screams and shouts for help from many people trapped in their homes as the flames shot up the sides of the building.
Firefighters rescued many people and are still trying to put the fire out in the 24-storey block 12 hours on.
Interestingly, months before the incident the residents of the building had raised concerns over the safety of the building, since the building was covered by flammable materials after renovation.
- Residents say they were told to stay in their apartments as the fire raged.
Another resident, called Zara, said she saw a woman throw her son, who was about five years old, from a fifth or sixth floor window to escape the blaze.
Ahlam Said, who made it out of the blaze early-on, was emotional as she spoke to CBS News outside the building.
Former resident David Collins said he had lived in the block for two and a half years and had never experienced an evacuation drill during that time.
Tamara Eastmond said a lot of people appeared to be unaccounted for. "It just reminded me of 9/11", said Muna Ali, 45.
"We pray for all the residents of the Grenfell Tower".
"Firefighters wearing breathing apparatus are working extremely hard in very difficult conditions to tackle this fire". Borehamwood Synagogue will also be collecting clothing, toiletries, bedding and other items to distribute to victims of the fire and their families.
The first fire crews arrived at the scene within minutes, and the London Fire Brigade soon declared it a major incident.
Labor lawmaker and former fire minister Jim Fitzpatrick told the BBC that tragedies like the fire that engulfed Grenfell Tower in the North Kensington area overnight "should not be happening in 21st century London".
"The fire will mainly be picked up by Protector's reinsurance program and will, from what we know at the moment, have negligible influence on Protector's net Q2 and 2017 full-year results", the Oslo, Norway-based insurer said in its statement.
Commissioner Cotton told reporters Wednesday at midday local time firefighters were still in the building, as authorities appealed for families to report anyone who was accounted for.
"As the insurance provider for Royal Borough of Kensington and Chelsea, Protector Forsikring ASA is involved in the tragic fire in Grenfell Tower".
As for Elliott, his Grand National trio this year are headed by three-time Cheltenham Festival winner Tiger Roll . The 2018 renewal has a typically wide-open feel and that’s certainly evident from a betting perspective.
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Don't ever give up on this team, Cavs fans. "They boo me and thought I had a tech I didn't have, so that wasn't sharp" Green said. Fans who are not season-ticket holders had a chance to buy Game 5 tickets on a first-come, first-served basis Saturday.
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