Here is an image of a photographer using what looks like a light table (the kind you use to view color-positive slides or negative films) and little mirrors held up by those little paper clamps(!). The medal is placed on the light table and mirrors are adjusted to get the right lighting, I guess. There is also some light source, and probably some flash involved. I haven't seen this kind of set up before. Have any of you?
I have not either. Usually folks are trying to get light up higher, rather than down low like that. If I'm imagining the rest of the setup correctly, it seems he'd end up with some pretty harsh shadows.
This is a technique of "museum lighting". Good for objects that need side-lighting to capture surface details. Generally for coins we're more interested in luster, which this technique will not produce.