how to make a TV WINDOW look real

This YouTube video from Epic Light Media really caught my attention – it shows how cheap LCD-based “virtual walls” can already be used to profoundly change the concept of physical space. What 3 years ago was the sci-fi province of Hollywood and ILM, can now be implemented in rudimentary home studio setups for just a few thousand dollars. I especially appreciated seeing how they had to setup the studio lighting to make the faux window feel “real” for the camera. What is the equivalent in architectural spaces? How will experiential designers incorporate a mix of light sources to augment large video surfaces?