It loops around an array of 48 (hand-drawn?!) images, using 4 images at any given time. The images and the base scale factor are based on an incrementing 'z_position' value. It copies each of of the four images in to an HTML5 canvas so the outer 25% is a straight up copy of one image, then 50-75% is 0.5 scale copy of another image, then 25-50% is a third image at 0.25 scale, and the centre 25% is the fourth image at 0.125 scale. All the effects are CSS filters applied to the canvas element.
It's surprisingly simple for such a cool effect.
It's awkward to explain. One problem to wrap your head around is that the series of images you create by zooming out previous images has to played in reverse.
I could imagine programming a shallow random-generated fractal generator creating series of images and then the infinite zoom would be really infinite, and this would be even easier than the loop.
I haven't looked at the images, I assume then that they are specially made for that effect? (because I can't see the images fading one into another)