I think it's a very similar effect, except the 'reflection' surface is also the projection surface, across 10 panes. They've also obviously used some interesting optics for projection surfaces. Might be light guides.
It looks like multiple such displays stacked up, for true depth. Each of your eyes will see a slightly different image because it has real parallax, and each person around a display will see from a different angle too.
You're right. Each display uses diffuse instead of specular reflections. That way each pixel that gets projected onto the screen shines in all directions.