The sibling comments who think you need to jump back to EFI to solve this, are thinking in layer-ossified terms. This is Redhat proposing this, and they're perfectly confident in upstreaming kernel patches to make this happen.
I would assume that in their proposed solution, the kernel would have logic to check for a CMDLINE flag (or rather, lack of any CMDLINE flags!) to indicate that it's operating in bootloader mode; and if decides that it is, then it never calls ExitBootServices. All the EFI stuff stays mapped for the whole lifetime of the kernel.
(Also, given that they call this a "unified kernel image", I presume that in the case where the kernel decides to boot the same kernel image that's already loaded in memory as the bootloader, then nothing like a kexec needs to occur — rather, that's the point at which the kernel calls ExitBootServices (basically to say "I'm done with caring about being able to potentially boot into something else now"), and transitions from "phase 1 initramfs for running bootload-time logic" into "phase 2 initramfs to bootstrap a multi-user userland.")
I would assume that in their proposed solution, the kernel would have logic to check for a CMDLINE flag (or rather, lack of any CMDLINE flags!) to indicate that it's operating in bootloader mode; and if decides that it is, then it never calls ExitBootServices. All the EFI stuff stays mapped for the whole lifetime of the kernel.
(Also, given that they call this a "unified kernel image", I presume that in the case where the kernel decides to boot the same kernel image that's already loaded in memory as the bootloader, then nothing like a kexec needs to occur — rather, that's the point at which the kernel calls ExitBootServices (basically to say "I'm done with caring about being able to potentially boot into something else now"), and transitions from "phase 1 initramfs for running bootload-time logic" into "phase 2 initramfs to bootstrap a multi-user userland.")