The amusing and interesting short video was created to commemorate the grand opening of Westfield Stratford City, the largest urban shopping center in Europe. The Viral Factory produced an original and fun short, called 100 Years / Style / East London.
The clip describes a century of fashion and dancing styles in East London, from September 13, 1901, to September 13, 2011. A well-known British composer Tristin Norwell took a single music track and changed the main theme in order for it to fit the different time periods.
The movie clip is directed by Jake Lunt and shot for four days in various East London locations. The video rapidly goes through different styles from the 20s to the present day, and apart from the effective synergy of music, dance and clothes, a careful selection of props and locations brings pleasure to the eye.