As a foreigner, but a reader of English fictions, I can only guess a handful of the borough (Camden, Lambeth, the City, Westminster, Islington?). While it looks neat, I don't think brevity is always a boon.
When I read the first paragraph of the article and looked at the very first image I hated it, but the further I scrolled the better I understood what they tried to do and the more I liked it.