The first dynamic QR code: How a side project sparked a global standard

Some ideas arrive with a bang. Others just quietly change the way the world works. The invention of the first dynamic QR code falls into the second group—a quiet innovation born from a desire to make augmented reality more flexible. What started as a side experiment in 2009 has since become the invisible infrastructure behind millions of scannable experiences. And it all began with a problem that had nothing to do with marketing.

From AR experiments to a bigger idea

In 2009, Diego Gopen was working on an early version of web-based augmented reality. At a time when AR still required dedicated apps or clunky software, he was experimenting with ways to run AR experiences directly in the browser using ActionScript 2. That work placed him among the first developers in the world to build browser-native AR—and arguably the first to add physics and game-like controls to those scenes.

But there was one major friction point: the AR experience had to be launched by scanning a printed marker. Every time the experience needed to change, the marker had to be reprinted.

That’s when the idea struck: what if the marker could stay the same, but the experience it launched could change? Diego realized that by separating the printed code from the destination it launched, he could create a flexible, editable version of a QR code. Within minutes, he had the technical solution: a redirect layer between the QR code and its destination. The first dynamic QR code was born.

“Once I figured it out, I realized this could be used for way more than just AR.”

Validating the idea: the first call to Mauro

Still buzzing with excitement, Diego reached out to an old university friend, Mauro Casula. They had both studied at Politecnico di Milano, and Diego trusted Mauro’s technical instincts. He explained the concept: a QR code whose destination could be updated remotely, even after printing.

Together, they coined the term “dynamic QR code” to distinguish their approach from traditional static codes. Static QR codes were fixed: once printed, their content couldn’t be changed. But these new dynamic codes offered total flexibility—and infinite potential applications.

Within weeks, they launched a prototype platform to manage and edit dynamic QR codes. They called it uQR.me, the world’s first dedicated service for creating and managing editable QR codes. Years later, it would evolve into what we now know as QRCodeKIT.

The team behind the scenes: Mauro, Diego, and Rob

In those early days, it was just the two of them—Diego leading the vision and product direction, Mauro handling infrastructure and development. But soon they were joined by a third key player: Roberto Maggio, a marketer who helped shape the communication strategy and gave the project its first voice in the world.

What brought them together wasn’t funding or hype. It was belief. They had no venture capital, no press coverage, and no grand PR launch. Just a good idea, and a sense that it could go far.

Why they never patented the invention

One of the most striking decisions the team made was to leave their invention unpatented.

“If the original QR code had been open from the start, we thought our extension of it should be, too.”

Rather than protect the concept of dynamic QR codes with legal fences, they released it to the world. Anyone could adopt the model. And many did. Today, countless platforms and services offer dynamic QR functionality—but it all traces back to that early prototype and one decision: to keep it open.

Diego even gave the format a name—dynamic QR code—to help it stand apart and gain traction. At one point, they also referred to them as QRLinks, a name that can still be found in old archives.

Early challenges: explaining a tech that didn’t exist yet

Back in 2009, QR codes were just starting to gain awareness outside industrial use. Smartphone cameras had only recently begun supporting QR scanning. For most people, the challenge wasn’t understanding what a dynamic QR code was—it was understanding QR codes at all.

“You had to explain what a QR code was before you could even start explaining why it should be dynamic.”

The team spent years educating the market, building real-world examples, and helping early adopters understand the benefits of editable, trackable codes. Some of the first use cases were in marketing, AR, and even missing children alerts.

The emotional payoff: QR codes with purpose

Years later, one use case still stands out for Diego: a collaboration with Amber Alert and Missing Children.

They used dynamic QR codes to print and distribute posters of missing kids. As the investigation progressed, the QR destination could be updated in real time—with new information, new leads, or even a simple status message.

“There’s no better feeling than seeing a message update from ‘Missing’ to ‘Thanks everyone, we found Billy.’”

Those moments reminded the team why they kept the project going, even through difficult years. It wasn’t just about technology. It was about building tools that quietly helped people connect, communicate, and act.

A business without investors—but with staying power

Unlike many of the startups that later entered the QR space, the team behind the first dynamic QR code never raised external funding. They grew slowly, with real users and real feedback. And that decision paid off in the long run.

Many venture-backed startups built flashy QR platforms, raised millions, and vanished within two years. Meanwhile, QRCodeKIT kept going—helping users migrate their codes from those failed platforms, offering support, and building trust.

“We’ve had so many users come to us saying: ‘The platform I was using disappeared—can you help?’ And we always say the same thing: Welcome home.”

So… what would he do differently?

Looking back, Diego doesn’t regret the decision to stay out of the spotlight. He values the privacy and the satisfaction of having built something lasting. But if he could go back, maybe he would’ve documented more publicly the invention of dynamic QR codes.

“I didn’t want to be in the spotlight. But maybe I should’ve left more breadcrumbs on the internet.”

Would he have patented it? No. But he might have been a little more visible—for the sake of history, not credit.

What is the legacy of the first dynamic QR code?

Today, dynamic QR codes are everywhere: on packaging, posters, business cards, restaurant menus, and more. Millions of users rely on them every day for flexible communication and campaign tracking.

But very few know where they came from.

The first dynamic QR code wasn’t a corporate invention. It wasn’t born in a lab or launched at a conference. It was sparked by curiosity, shaped by friendship, and released into the world with no strings attached.

And it all began with a simple question:

“How can I change the content of a printed code?”