More available on http://www.betacake.net/2012/08/21/d...shots-box-art/
Honestly, I'd be surprised if these are from the reference system. There is a lot of detail in there. I've seen plenty of good looking PS3 titles, but those don't have the art asset variety that MMOs usually have to contend with.
I also thought CCP wasn't doing a retail release, so this may just be a third party attempt or an unused mockup.