It's hard to tell because this write-up is so poor, but my guess from the pictures is that the lighting is much of the actual invention here. Perhaps they've got a technology for uniformly lighting a color LCD without a typical backlight. The display looks uniformly bright and the colors look good, which makes me suspect that they are not merely relying on the background image to provide the "backlight".

Or maybe it's just a completely normal LCD being demoed in front of a cleverly lit diorama. ;)