Jason Thomas (SQL Jason) wrote a nice post about how to add (dynamic) QR Codes to your Power View workbook in Excel 2013:
A calculated field in PowerPivot does the trick:
1) …The formula for the calculated field QRCode is given below
="http://qrcode.kaywa.com/img.php?s=8&d=" & [Brand] & "" & [URL]
2) Once the URL is generated, make sure that the Data Category property in the Advanced tab is set to Image URL.
Read Jason’s full blog post here.