It's basically an axial version of the claw pole design.   I built several of them each with improvements to increase performance and reduce cogging.   The final version shown has only a tiny feel of the cogging and requires little force to overcome it.  

The steel used makes a big difference in it's performance as well as the cogging effect as well.  I originally machined steel rings for the coil and outer flux return and found you could shape them to create different outputs and reduce cogging.   The final version uses silicon for the inner coil core and return ring and a low carbon steel for the pole pieces and base plate.  The coil is completely enclosed in steel.  

The magnets are 3/8 x 3/8 x 1/8 blocks that are mounted to the prop hub assembly ( or base of the Lenz2 arm ) which both have their own bearing assembly.