A controversial marketing video for a new block of flats makes Dalston look like Mayfair and “obliterates” the diversity of the area, an MP said today.
Londoners slammed the four-minute-long promotional film for the ‘Vibe’ apartment block in Beechwood Road saying it does not give a true representation of the area.
Many criticised the video for not being culturally diverse while others said it was “truly nauseating” that the film was clearly targeted to foreign property buyers.
Diane Abbott, MP for Hackney North and Stoke Newington, has also criticised the video after it was brought to her attention by the Evening Standard.
Ms Abbott said the film illustrates “everything that is wrong with the housing market in London”, adding she believed it was targeted at overseas buyers.
She told the Standard: “No local buyer would believe the chocolate box version of Dalston that is presented.
“One of Dalston’s strengths is that it is culturally diverse. There is no hint of that in the video.
“Instead it presents a completely sanitised version of the area.”
Ms Abbott said those who did not know the area and believed the video would think Dalston was just a “particularly spruced up few streets in Mayfair”.
She added: “This video sells Dalston short.
“It is a much more vibrant and interesting community than the video makes out.
“It sells the people of Dalston short by completely obliterating their diversity. And it illustrates the drive to socially cleanse areas like Dalston.”
The Evening Standard has approached Telford Homes, which is behind the development, for comment.
