This is a very widely used and very smart grid technique. This has been around for a very long time and goes right back to manuscripts where by they used to say that the most eye-catching part of the page was the section highlighted in red below and that that this is where the eye automatically draws to.
I think this is really interesting and works really nicely.
I have looked online to try and find some examples of where this has been used and it actually was not too difficult – it is obvious that a lot of other designers find this effective in there designs and I can see why.
The white space around the edge draws eye to the imagery intended – I think its really interesting and works really nicely.
As you can see these ones below use this very obviously and also use lines and columns to show this even more clearly and I think it works really nicely.
I also like the way that they use this effect on one side of the double page spread and then they use an image bleeding of the edge as I feel it does look interesting but in my opinion I think this one looks slightly unbalanced so I think that white space is imperative and gives for a more balanced feel to the pages.