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This article focuses on the small-format multimodal text “embedded” in Quick Response (QR) codes on Moscow’s historical buildings, which aims to reveal what means this city uses to translate the national legacy to the awareness of the general public via QR codes. Despite their continuing proliferation and omnipresence in all city domains the information power and mind-framing potential of QR codes have not received a comprehensive analysis yet. This article covers the application range, metadata layout, and typology of QR coded objects, going on to a structural analysis of the multimodal texts—which combine audial, visual and verbal codes—using a multidisciplinary approach.

QR Codes on Moscow Sites: Invisible Visibility, or Keeping Pace with the Changes?