I am attending a Catering course at my local TAFE and this is one of a selection of sandwiches we learned to make. Fillings can vary, but the full fat cream cheese is necessary to make it set firm in the fridge, to facillitate slicing, and to maintain shape for serving. Looks very clever. The bread has to be sliced lengthwise by your baker or at home with a good breadknife. Can be made with two slices of ordinary sliced bread if rolled correctly - but may come apart at the seams if not.
Once you have made this for the first time - it becomes easier and is something which is inexpensive, can be made ahead of time, can always be frozen and kept on hand. The more contrast between the bread and the filling colour the better.