Two Finnish companies recently demonstrated technology involving augmented reality, and the Internet of Things, giving us a tantalizing glimpse of the future of packaging and the consumer experience.

Magic Add, a company that specializes in Smart packaging technology, teamed up with Sovelto an IT training organization, to optically scan unique codes from products into an Augmented reality environment. This was done using The Microsoft HoloLens, a wearable AR device.

Dynamic QR codes, perfect for the Internet of Things

The Dynamic QR codes used in the demonstration represented individual products as opposed to just the model, which is the way most products are currently identified.

Consumer applications

Using this new technology, the consumer could instantly get the origin, ingredients, nutritional information, expiration date and recycling information from the product, all in detail.  It also opens up the possibility of obtaining data coming from any Smart packaging devices attached to the product. These could offer up information such as freshness or security info.

Taken a step further, stores could equip themselves to receive payment the moment the product is picked up and scanned by the consumer, instead of having endless lines at the checkout counter.

Once back home, the consumer could also scan their kitchen to get recipe suggestions and a list of things to buy for the next shopping trip as well as where to get the best deals.

Technology backbone

The backbone for the system used in the demonstration is called Blockchain technology. If ever implemented would process trillions of bits of information. it is worth noting that it is currently used by BitCoin. Additionally, it’s a way of structuring data many companies are currently experimenting with. It allows the recording and authentication of transactions in a distributed network without the need of a central authority. Instead of all data getting bottlenecked at a central super computer, authentication is done locally, and much faster. Read more about in this article

Industry applications

Of course, such a technology could be applied to shipping and logistics as well. It could keep up to date information on each individual product throughout the supply chain.


Certainly, this technology has the potential for universal appeal. Indeed, if millions of consumers end up wanting it, it will end up in our future somehow. So long as the labels on which the dynamic QR codes are printed are legible and appropriate for your application. As product identification experts, we can definitely say we are ready for that kind of future ;).

Have labelling or identification needs? Speak to one of our specialists.