This combination, a world’s first, was on display at the Frieze Art Fair in London, England.
In London, the Frieze Art Fair was yet again the host of another world’s first, as QR codes made out of sushi appeared among the displays.
These edible barcodes were entirely functional, as they could be scanned by smartphone users.
When users scanned the QR codes in their salmon bento boxes, they were able to view the entire story of sustainability that was associated with the sushi that they were eating. This artistic presentation was a trial program created by the Marine Stewardship Council (MSC). The goal of that seafood certification and eco-labeling program was to help consumers to use their mobile devices to learn more about sustainability and to actively join the debate.
The campaign with QR codes coincides with the creation of the 10,000 piece of MSC certified sushi.
The sale of that particular piece occurred at Moshi Moshi, a leading sushi restaurant in London. Certain select attendees of the Frieze Art Fair were invited to scan the edible QR codes that were worked into their salmon sushi bento boxes, in order to view the story behind the dish they were about to enjoy.
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The Moshi Moshi restaurant was also commissioned to feature special QR codes that were designed out of nori – a form of seaweed. By scanning that barcode, smartphone users would be able to view a video that was created specifically for this purpose by the Marine Stewardship Council.
Other QR codes were made out of squid ink-dyed rice paper, which allowed them to remain fully edible and flavorful, as well as easily scannable. The trial of scannable sushi ran from October 11 through 14 at the Frieze Art Fair, with the intention of rolling it out at the Liverpool Street restaurant location of Moshi Moshi as a part of the regular menu. This will offer diners the first mobile interactive sushi.
The hope is to develop greater awareness of sustainability in the foods that customers are eating. The QR codes will not only provide information to consumers, but it will also encourage them to do their part in the greater effort.