I'm not sure it's a fractal nature of detail, it might just be a vague reference to an old movie.
Did you read the article? It's entirely about a concrete artefact from that old movie, down to the kind of tweed, now made by only six people in Scotland. I'm not sure how you come to this response.
Yeah, fractal means you see the same structure, or an equally complex structure, at the smaller scale. This is just details, there's no sustained complexity