REFF on RomaCreativa

REFF, RomaEuropa FakeFactory has been featured in the Roma Creativa book, produced by the Administration of the Province of Rome to gather and publish the best creative talents in the italian capital’s area.

Here’s some views of the publication:

REFF on Roma Creativa

REFF on Roma Creativa


REFF on RomaCreativa

REFF on RomaCreativa



the Next step of publishing at the Salone del Libro in Turin

logo salone del libro

logo salone del libro

REFF, RomaEuropa FakeFactory and FakePress will be at the Salone del Libro in Turin on May 13th, at 6pm to discuss the next step of publishing, at the crossroad of augmented reality, ubiquitous media and innovative cross media.

here are the complete details of the conference:

“Ebook StartUp! Next step publishing. Dal REFF a Fakepress, teoria e pratica per un’editoria 3.0: tra realtà aumentata, libri crossmediali e contenuti ubiqui – Invasioni mediatiche “

(Ebook StartUp! Next step publishing. From REFF to FakePress, theories and practices for 3.0 publishing: augmented reality, cross media books and ubiquitous content – media invasions ”


Friday 13.05.2011 18.00 h
Room to the Future

FakePress, Publishing & REFF – RomaEuropa Fakefactory

Speakers: Simone Arcagni, Salvatore Iaconesi, Simona Lodi, Oriana Persico

link and information: the conference at the Salone del Libro website


during the conference we will present the scenarios that we are currently investigating in the reinvention of publishing: new ways to experience cities, locations, emotions, relationships and information, in which we go well beyond the classical idea of “book” and we describe the ways in which it is possible to create new narratives that involve people, places, objects, memories in totally new ways.

We will be very happy to participate to this conference with

Simone Arcagni, researcher and journalist, he is deeply involved with the the concept Post Cinema: a possibilistic view on the reinvention of narratives, which go beyond vision and embrace the spaces of the city, of information, of bodies and relationships. You can read some of his writings HERE and get info about his book “Oltre il cinema. Metropoli e Media”.

Simona Lodi, artistic director at the Piemonte Share Festival, curator and art critic. She is very sensible to the continuous shifting and blurring of frontiers defined for humanity by all the things that are happening in our contemporary era. First with netart, then onto the new practices enabled over the years by technologies and networks, now into the world of the reinvention of reality, markets, laws and social practices: from the Market Forces edition of the Share Festival, in which we were happy to participate with Squatting Supermarkets, our augmented reality intervention in supermarkets, up to the Cease and Desist art, ending (for now) with more possibilities to redefine reality through ubiquitous technologies.


Salvatore Iaconesi and Oriana Persico will introduce the theme of the conference, by presenting the practices of performative, global, emergent and ubiquitous publishing enacted by FakePress Publishing and REFF, RomaEuropa FakeFactory

REFF, RomaEuropa FakeFactory is a fake cultural institution enacting real policies for arts, creativity and freedoms of expression all over the world.
REFF was born in Italy in 2008. Since then it continuously operated using fake, remix, reinvention, recontextualization, plagiarism and reenactment as tools for the systematic reinvention of reality.
Defining what is real is an act of power. Being able to reinvent reality is an act of freedom. REFF promotes the dissemination and reappropriation of all technologies, theories and practices that can be used to freely and autonomously reinvent reality.
To do this, REFF established an international competition on digital arts, a worldwide education program in which ubiquitous technologies are used to create additional layers of reality for critical practices and freedoms, a series of open source software platforms and an Augmented Reality Drug.
REFF collaborates with art organizations, student groups, research institutions and all other subjects wishing to promote the freedoms to reinvent their world. REFF has received several official recognitions worldwide: it was hosted in the Cultural Commission of the Italian Senate, and was an official initiative of the European Community’s Year of Creativity in 2009.

FakePress is an international “think-tank”, founded in Italy, that investigates, develops and creates new publishing models and editorial projects presented by new scenarios in technology, productivity and contemporary culture.

Models of freely disseminated knowledge, multi-author, ethnographic approaches, the availability of ubiquitous technologies and the possibilities to add layers of information to ordinary reality and create new forms of experience and relationships with places, in a continually opening process of reinvention of the present are the principal elements which inspire action and creation at FakePress.

Observing the contemporary situation of current publishing models, FakePress has outlined realistic and practical/feasible scenarios for the present and near future of publishing.

more info at:

the conference info page

Salone Internazionale del Libro, Turin

FakePress Publishing

REFF, RomaEuropa FakeFactory

AOS, Art is Open Source

REFF AR Drug exhibits and actions on Hacker Journal

our dear penelope.di.pixel has written for Hacker Journal a wonderful article about the REFF Augmented Reality Drug and about the recent exhibit at Furtherfield Gallery in London. The AR Drug has also been recently on show at the Casoria Contemporary Arts Museum.

REFF AR Drug in London

REFF AR Drug in London

download the article about REFF AR Drug on Hacker Journal

and you can also get the magazine in which you will also find an article in which i explain how to build location based applications for iPhone.

REFF Augmented Reality Drug at the Casoria Contemporary Arts Museum


The Casoria Contemporary Arts Museum hosted an exhibit and performance of REFF, RomaEuropa FakeFactory.
On show were the Augmented Reality Drug used by the REFF fake institution to promote a worldwide wave of reality reinvention for students, artists, cultural operators, activists and performers, the REFF map which shows all the events happening in the fake institution and all the works of the artists, architects, designers, hackers, activists and performers participating to REFF.
Doctor AR, the fake institution’s augmented holistic health expert, explained to an audience in a state of beautiful amazement the benefits coming from the reinvention of reality through critical practices of worldwide, ubiquitous remix, mashup, re-enactment, plagiarism, turning the whole planet into an art performance.
The day at the Casoria Contemporary Arts Museum featured international projects such as Magmart Video Under Volcano, TOXIC Japanese Videoart, Focus Revolution and Glances Around Dump.

more info at:

REFF RomaEuropa FakeFactory

the Augmented Reality Drug:

REFF world map:

Casoria Contemporary Arts Museum


An augmented reality drug at the Casoria Contemporary Arts Museum

Art is Open Source at the Casoria Contemporary Arts Museum will present the augmented reality drug and will introduce the fake cultural institution REFF, and introduce its next steps towards the reinvention of reality

REFF at the Casoria Contemporary Arts Museum

REFF at the Casoria Contemporary Arts Museum

here is the Press Release:


Video Art Platform


curated by Antonio Manfredi
Opening April 30th, 2011 at 18.30
April 30th | May 30th

CAM, the contemporary arts museum at Casoria, continues its activities with important event dedicated to research and experimentation, presenting CAMMOVIE_Videoart Platform, curated by Antonio Manfredi, starting on April 30th 2011, from 18.30, up to May 30th.

The event is at its second edition and it is a true multimedia container, for videoart coming from all over the world, offering the opportunity to confront the sea of information featured in the virtual worlds by using digital tools.

This year’s CAMMOVIE edition features 4 sections and 1 performance: FOCUS REVOLUTION, TOXIC, GLANCES_AROUND DUMP, MAGMART and the artistic action of REFF, a fake cultural institution.

CAM supports an innovative idea art as a form of information, and the section FOCUS REVOLUTION follows the trail of the latest political events showing videos by egyptian artist Mohamed Alaa and the visual documentation of the Egyptian uprising that caused the fall of the regime and the rise of the revolutionary movements, whose wind of self-determination is shaking and turning upside down the scenarios of North African dictatorships.

Sandro Joyeux‘s voice will form a soundtrack for the event, using african songs and musicalities.

Joy and color bringing back to the roots of a population that is now fighting and claiming their fundamental rights.

The TOXIC section is an open door onto the world of oriental video art and on its enormous production, fetching content from the Internet and bringing together with the images of Japan’s nuclear disaster.

The vision of the poetics of artists are placed side by side with the despair of a population: videos of japanese artists are used as a visual translation of human ambivalence, able of spiritual heights and simultaneous superficiality and civil inconscience.

During the opening night, the electronic sounds of Avant-Garde will form an ensemble with the images. Music will follow the forms on the screens, reaching an oniric, dreamlike state.

CAMMOVIE will then move forward and shift from international themes to the local issues with the GLANCES_AROUND DUMP, assessing the problems of the green spaces of the Metropolitan Parc of Naples’ hills. While conserving nature and being a florid area and providing a powerful green lung for the city, this area has been chosen as the site in which the waste dump of Chiaiano will be built. The sequence of images of the high tuff walls of its cave, where the main dump will be built, caught in the photos by Camillo Ripaldi, will enlighten the representation of the location and will comment in a positive ways the scenarios of death odors which the population will be facing, almost as a joyful last farewell to a naturally enchanted place.

The last section of the event will confirm Casoria Museum’s partnership, for the 6th consecutive year, with the outstanding MAGMART_video under volcano festival. After careful selection among the 450 videos sent from 45 countries around the world, the jury composed by Abir Boukhari (curator | AllArtNow), Agata Chiusano (artist, professor | Università Suor Orsola Benincasa), Giuseppe De Marco (artist | Mediavox), Luca Magnoni (journalist, communication and multimedia expert | Hydrogen Lab), Antonio Manfredi (artist, curator | Direttore Artistico del CAM), Enrico Tomaselli (artist, curator | Direttore Artistico del Festival), proclaimed the 30 winners that will enter the CAM’s permanent collection, and that will be on show during CAMMOVIE.

Furthermore, the CAMMOVIE format, created by CAM, will take the chance to express its deep interest in the new languages of virtuality through the performance of REFF, the Fake Institution which, with performers Oriana Persico and Salvatore Iaconesi, will show the new possibilities of Augmented Reality.

Through the ironic and provocative distribution of an augmented reality drug, REFF uses QRCodes and Augmented Reality Fiducial Markers to catch the trend according to which internet is leaving the dimensions of virtuality, moving out of an intangible world to enter the physical one. Interactivity and discovery are at the base of the artistic action presented at the Casoria Museum, proposing innovative languages and art narratives that are yet undisclosed.

Press & PR: Graziella Melania Geraci +39 3349399870

CAM | Casoria Contemporary Art Museum Via Duca D’Aosta 63/A 80026 Casoria/Napoli/Italia Tel/Fax: +39 0817576167
Opening Times: tuesday – wednesday – thursday – sunday 10.00/13.00 saturday 17.00/20.00