I would expect the biggest win for this campaign to be in the very beginning when the novelty attracts people.
I don't think this would be sustainable, because the QR code sculptures would require continual adjustment throughout the year to account for the procession of the sun. And clouds.
At 1:09 in the video you can see the sculpture get pivoted on a horizontal axle. That is sufficient. At some point during the day (near noon if it faces south) the left/right alignment will be correct, at that point you can tip it on the axle for optimum legibility.
The angle will vary by season, but if it is legible for an hour a day, there is a fair degree of slop available.
It should be intuitively human adjustable, simply maximize the square pixelation nature, or if you want something more explicit, make the bottoms of the long vertical dark spots line up with adjacent short vertical dark spots.
It is near June and they appear to be vertical. In the winter, with a lower sun, it will need to be tipped down and people will need to hold their phones lower and perhaps come closer. Good thing they didn't build it like this for winter. Then in the summer people would have to sit on a friend's shoulders to take the pictures.
I would expect the biggest win for this campaign to be in the very beginning when the novelty attracts people.
I don't think this would be sustainable, because the QR code sculptures would require continual adjustment throughout the year to account for the procession of the sun. And clouds.