It appears to use a magnetic lock on the shutter (the two white dots?), but I can't tell from the brief article if it takes standard film holders or is loaded as a one-shot camera in a changing bag. There's an interesting flange on the back that looks to me like it opens up like a box. Viewing lines or dots would have been helpful on the sides or top, as an aid in composition; perhaps the final design will include them. Hopefully more info will come out soon.
Update: the original release was reported by ephotozine, here:
According to the article, the camera will feature:
87mm focal length
Magnetic lock design
Front rotates for left or right hand use
Holds paper in position for white border
0.3mm chemical etched pinhole
Tripod converter bush
Can be used with 4x5 film or paper
So, it appears to be a one-shot camera that holds the film or paper along its edge, creating in the process a white border. The rotating front is interesting, too. Expected retail price, according to the article, is £69, which sounds very affordable. Exciting times for commercial pinhole cameras.
Update: Here's the brief mention of the product on Ilford's website: