A man in his 20s is fighting for his life in hospital after 'falling from an escalator' in a central London department store.
Police, an ambulance and the London Air Ambulance rushed to Peter Jones in Sloane Square this afternoon after the fall was reported.
The store, which is at the top of Chelsea's famous King's Road, was busy with shoppers drawn to area for the post-Christmas sales at the time.
A police tent was put up after a man fell in Peter Jones department store in central London today
The man is now being treated for head and chest injuries at St Mary's Hospital, Paddington, where he was taken by ambulance, accompanied by a doctor from the London Air Ambulance.
A Metropolitan Police spokesman confirmed this evening that the man is in a 'serious but stable condition.'
One shopper who was in the store said: 'There was a very sombre atmosphere and staff were standing next to railings asking people not to look over them.
'There was an ambulance and police cars outside when I arrived and when I went inside I saw that all of the escalators had been switched off.
'They handled it very professionally but you could tell something had happened because it was very quiet.'
A spokesman for London Ambulance Service said it is believed man fell 'from height'.
The seven-floor shop, owned by the John Lewis Partnership, is housed in an iconic glass building built between 1932 and 1936. The Grade II listed building was refurbished in 2004.
The store closed early today following the incident and will reopen tomorrow.
A shopper in the store after the incident said there was a 'sombre atmosphere' among staff and customers
It is thought the man fell from an escalator around 1pm this lunchtime. He has been taken to hospital
A spokesman for the Metropolitan Police said: 'We were called at 1.05pm today to reports of a man fallen from an escalator inside a department store in Kensington and Chelsea.
'Officers from the London Ambulance Service and the London Air Ambulance were also at the scene.
'A man, believed to be in his 20s, was taken to hospital with multiple injuries. Those injuries are thought to be life-threatening at this stage. Officers remain at the scene and our enquiries continue.'
A spokesman for John Lewis said: 'John Lewis can confirm that police were called to our Peter Jones shop at 13.05 this afternoon following a serious customer incident.
'Police and London Ambulance service attended the scene and John Lewis continues to work with the relevant authorities.
'John Lewis has taken the decision to close Peter Jones early today, and will reopen tomorrow.'
Londoners expressed their sadness at the accident on Twitter this afternoon. Victoria Mead wrote: 'Thoughts and prayers with family of man who fell from balcony in Peter Jones today.'
Emergency services rushed to the Peter Jones department store in Sloane Square after the incident
By RICHARD SPILLETT FOR MAILONLINE