World’s First Scannable QR Codes Fully Made With Words Celebrate Artists

Canadian creative agency The Local Collective has come up with the world’s first QR code entirely made out of words, appearing at an air fair for independent creators in support of Toronto’s Artist Project.

The QR codes, which function as art pieces themselves, portray the different expressions often used by onlookers when appreciating art. Upon scanning the codes on a smartphone, one will be redirected to exhibits by special artists, ticketing booths, or other initiatives tied to the project.

Step close to the designs, and you’ll see familiar words used to describe artworks, including “fantastic,” “cool,” “insightful,” and “beautiful.”

According to LBB Online, the idea stemmed from a desire to rebrand the art fair. The creative minds at the agency thought of using “digital language” as the star of the project’s fresh identity, allowing for two-way conversations with the audience rather than just being passive.

Omar Morson, Creative Director at The Local Collective, told the publication it was crucial for functionality to bring art and technology together in the redesign. The team had to carefully handcraft each QR code to ensure it could be read by both the audience and phone scanners.

[via LBB Online and The Local Collective, images courtesy of The Local Collective]