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