# Contemporary Tech-Driven Structures The i-City Pavilion Uses QR Codes as its Interior Facade By Jana Pijak | Published 2012-09-05 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/icity References: [frameweb](http://www.frameweb.com/news/i-city-by-speech-tchoban--kuznetsov) & [labiennale.org](http://www.labiennale.org/en/architecture/) The i-City by SPEECH Tchoban & Kuznetsov is gaining attention for its striking and innovative design concept. The Russian pavilion showcased at the [Venice Architecture Biennale](https://www.trendhunter.com/trends/netherlands-pavilion) covers its interior facade with millions of QR codes. The tech-driven project allows its visitors to use their [iPads](https://www.trendhunter.com/trends/the-hermix-nano) in order to [interact with the space](https://www.trendhunter.com/trends/radius-transformation-pavilion) and to gain countless information about the architecture firm's projects. Comparing visitors to 'postmodern archaeologists,' the team at architecture firm SPEECH Tchoban & Kuznetsov aimed to create the element of surprise within its intriguing space. When faced with the countless QR codes, tech-savvy visitors are curious to find out the hidden information that lies beyond the codes. The i-City project is a future-friendly architecture piece embracing our culture's obsession with technology. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 85% | Activity: 84% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Gadgets](https://www.trendhunter.com/gadgets) ## Key Themes ### Key Themes Behind This Trend - **QR Code Integration:** The i-City Pavilion's use of QR codes on its interior facade presents an opportunity for integrating QR codes into various industries. - **Tech-driven Architecture:** The i-City Pavilion's tech-driven design showcases the potential for incorporating technology into architectural projects. - **Interactive Spaces:** The i-City Pavilion's use of iPads for visitor interaction highlights the demand for interactive spaces in various industries. ### Where This Applies - **Architecture:** The i-City project presents a disruptive innovation opportunity for incorporating technology and QR codes into architectural designs. - **Tourism and Hospitality:** The i-City Pavilion's interactive features serve as a disruptive innovation opportunity for creating engaging experiences for tourists and hotel guests. - **Retail:** The i-City Pavilion's integration of QR codes could disrupt the retail industry by providing a new way for consumers to access product information or make purchases. ## Related on Trend Hunter - [Interactive Architectural Pavilions](https://www.trendhunter.com/trends/folding-landscape.md) - [Kinetic Interaction Pavilions](https://www.trendhunter.com/trends/transmutation-observatory.md) - [Public Pavilion Architecture](https://www.trendhunter.com/trends/tess-pavilion.md) - [Climate-Sensitive Pavilion Structures](https://www.trendhunter.com/trends/querkraft.md) - [Reflective Indoor Gardens](https://www.trendhunter.com/trends/space-caviar.md) - [Living Structure-Based Pavilions](https://www.trendhunter.com/trends/canada-pavilion.md) - [Sleek Spiralling Ramp Pavilions](https://www.trendhunter.com/trends/czech-pavilion.md) - [Ceramic Vault Structures](https://www.trendhunter.com/trends/muqarnas-pavilion.md) - [Interactive Public Pavilions](https://www.trendhunter.com/trends/radius-transformation-pavilion.md)