As told to me from a trustworthy source, Magic Leap’s demo room has picture frames rigged with “markers.” When looking at the sigur rós / Magic Leap video linked to in the December 20th, 2017 Rolling Stone article, the room is very dark, but you can just make out the gold frames on the wall in the background (see still image from 0:05 on the left). Enhancing the exposure of the still image makes four picture frames visible (red arrows).
As reported to me, the markers are there to lock pictures to the frames. Since these picture frames are not used directly in the sigur rós video, it indicates that the video was shot in Magic Leap’s demo room as described.
Making the room unnaturally dark is a common trick to cause virtual images to appear to be more solid looking as well as to hide other things you don’t want the user to see. Adding markers to the frames is a crutch to make up for poor registration and SLAM (simultaneous localization and mapping). It also makes me suspect that there are other sensors hidden around the room and under the table.
Magic Leap is practicing classic “demoware,” something that will only work in contrived conditions with limited content in tightly-controlled setups. To find out if it works as “Augmented Reality,” you need to take it to a typically lit room that Magic Leap has not had a chance to rig with sensors/markers. Otherwise, this is just a variation of VR with a limited FOV for people that live in dark rooms shut off from the real world.
If Magic Leap is close to having a product, one would expect them to have demos that are not highly rigged.