What happens when people create a fake cultural institution and they transform it into a meta-brand, something that anyone can use as long as they share a common ethical approach? This is what happened at REFF, the RomaEuropa FakeFactory. REFF is a fake cultural institution whose objective is to create real global cultural policies and to provide tools for the methodological reinvention of reality. Born as a fake of an existing italian institution, it used the techniques of remix, mash-up, recontextualization and re-enactment at institutional level to suggest in a radically pragmatical way new models for the creation of significative cultural policies. The fake institution has been officially recognized by the Cultural Commission of the Italian Senate, by the European Union and it has been listed among significative initiatives on digital cultures by the Arts Council of the United Kingdom. REFF produced a book, an augmented reality drug and an international youth program focused on the systematic reinvention of reality. learn more about REFF here: http://www.romaeuropa.org browse REFF book here: REFF Book see REFF worldwide activities here: http://reff.romaeuropa.org/