An Entire Building Covered in QR Codes?

Every now and then, we come across an idea for QR codes that blows even us away. Often, these are ideas that have broken outside of the box and goes quite a distance away from your average marketing or advertising campaign.

One such example can be found on the top floor of the Russian Pavilion. The Pavilion, located at the Venice Architecture Biennale, boasts a top floor that is literally covered in QR codes. Every single surface of the top floor is covered with a QR code, something that 99% of everyone might find odd.
The 1% that might have at least some form of understanding will likely already know that many events, exhibits, and stunts at the Pavilion have been used to promote the concept of Russian city that is dedicated to science.

The QR codes at the Russian Pavilion at the Venice Architecture Biennale are used as informational links. Visitors can scan the codes and retrieve varied kinds of information—form info on the Pavilion to the designers themselves. As for those designers, they consist of Rem Koolhaas, Kazuyo Sejima, Pierre de Meuron, and the Biennale's director, David Chipperfield. Competitions were also held to help with the progress of the “city-dedicated-to-science” projects. The QR code concept was initially sprung from a contest winner.

The purpose of the QR cods in the scope of the Pavilion’s project is a tangible example of how the real world and the virtual world can be easily connected. Pavilion directors believe that because many of us spend more time online than off these days, QR codes provide a common ground of sorts, a place where we can all exist online and offline simultaneously.

Have you seen any other grandiose examples of QR code use that rival the project in place at the Russian Pavilion? Furthermore, do you agree with their thoughts on how QR codes are connecting the offline and online worlds like never before?