Maybe it's because I've read a bit about how they work and in general have seen a lot of them, but I can recognize these are QR codes even if they weren't labeled as such
My point is: this is cool and all, but it makes the functional part of QR codes harder, not easier. While something can be functional and beautiful at the same time, and while QR codes are not beautiful by any means, this adds beauty but at the same time removes the functional part — ease of identifying QR code as such.