The idea is not new and is not from this company.
On their website you can read : "Caution: the photographs on this site are real and unretouched.
They are not computer renderings."
But as Polinalkrimizei said, they would have made videos, (interviews of the CEO, etc...) in the room if this was so real. This means its fake, and these guys are quacks.
A few hypotheses:
- These are renders
- This is not real scale, the room is 20cm large
- This is (very) far from the lightness of a real sun and the photograph was taken with 10min shutter time
I'm in touch with lighting innovations for some time and this is (currently still) bullshit
@headroom : this is technically not fully unfeasible. But first prototypes would not look so neat, and the panels would be currently too bulky and expensive. Also, it is not necessary to match spectra for having an interesting new product!
In a study I have seen recently, they showed that such a product should not match the sun luminance ( ~60000 lux) because it's too bright for visual comfort (you do not want to wear sunglasses inside a building). But 3000lux with an approximative sun directivity would already be interesting, as visual comfort studies suggest.