The fire erupted just after 5am in Clayfield, with multiple people calling triple-0 for help.

Thick, black smoke could be seen pouring out of the top of the residential complex, as firefighters and paramedics arrived on scene.

Eight fire trucks, along with specialists units, were scrambled to the block, with a Queensland Fire and Emergency Services spokesman confirming the blaze was burning through the block's lift and level five.

"Multiple firefighters in breathing apparatus were sent in," he said.

A 55-year-old man died during the emergency.

"The death is not considered suspicious, not as a result of the fire and a report will be prepared for the coroner," a Queensland Police Service spokesperson said.

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Paramedics treated 12 other people at the scene for smoke inhalation and trauma injuries, with a makeshift triage centre set up on the footpath near the apartment block.

"Three treated at scene for smoke inhalation before being transported in a stable condition to hospital," Queensland Ambulance Service medical director Dr Stephen Rashford said.

"We were greatly assisted by the residents of the building who, despite being elderly, were incredibly resilient and worked well with our teams."

A crime scene has been established and fire investigation officers and police are now working to determine the cause of the fire.