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@pipwish
I did actually smell something, and I saw a fire engine at 2.15pm - but there was no smoke visible. Judging by that photo posted above, It looks like the company De Lane Lea - an audio company may be very close to the fire.
Here is the google car pointing at the fire, positioned like the photo above. Match the white coloured building.
http://maps.google.co.uk/maps?f=q&source=s_q&hl=en&q=Wardour+St,+Westminster,+London+W1,+United+Kingdom&sll=53.800651,-4.064941&sspn=14.745606,26.411133&ie=UTF8&cd=1&geocode=FTAHEgMdbvX9_w&split=0&ll=51.514365,-0.133016&spn=0.002283,0.017231&z=16&layer=c&cbll=51.514277,-0.132952&panoid=NBij19z20OrOks7dwoEkxg&cbp=12,171.67,,0,5.11