It looks like one of those tricks where they make an old photo look like it's moving by changing the position of the foreground image against the background. Notice the lighter colored tree or pole or whatever it is, compared to his shoulder.
That part isn't a shop, other than that specific video effect.
A neat trick… don't know how they do it (any videofags?) but have seen it done many times before.
Don't believe it is all that notable.
Agree the newspaper is unusual and awkward though.