Festival Community
This website is using cookies to. By clicking 'OK', you agree with our cookie policy. More about this.
in collaboration with

An Augmented Reality drug distributed in London


[ You need to allow cookies on our site, to be able to see this video / embeded content. ]

REFF – RomaEuropa FakeFactory, FakePress, Art is Open Source


REFF AR Drugs in London.

A Fake Cultural Institution, an Augmented Reality drug and the reinvention of reality


REFF, the fake institution created in 2009 to enact innovative cultural policies all over the world, during its first international exhibit in London lunched ist last production: REFF AR Drug, an augmented reality drug enabling humans to the systematic reinvention of reality.

The 25th of February, people at the opening of the exhibit have had the chance to taste the drug and to experiment with the effects: the possibility to create new forms of expression, to fill the world with digital content and to realize new forms of free, independent communication that are able to mutate our perception of cities and the spaces we live in, just like a psychoactive drug.

This is the metaphor used by Art is Open Source: the Augmented Reality Drug is really MACME, an open source software platform that allows people to use the so-called ubiquitous technologies, thus enabling the owners of iPhone and Android smartphones to freely create videos, sounds and other contents directly in the spaces and places of our cities. Completely new forms of communication that really change the way in which people communicate and relate with the rest of the world.

The drug is currently exhibited at Furtherfield Gallery an has already been distributed in dozens of universities and students occupations all over in London, as a special "AR Youth Program" of the Fake Institution. Hundreds of projects for the “methodological reinvention of reality” are popping up in the laboratories of these institutes.

Everyone is addicted!

Images from the opening

- http://www.s4c.it/slides/refflondon/index.html#IMG_5931

- http://www.flickr.com/photos/http_gallery/sets/72157626175020078/

REFF AR Youth Program


More info on the Exhibit:



From the information sheet:

“REFF is an Augmented Reality (AR) Drug. Also referred to as Simulata Realitas per Activam-Industriosam-Laboriosam Multiplicationem, REFF AR Drug is a psychotropic antidepressant administered cross-medially.This drug is used to treat social depression, fear of the future, precariety, anthropological distress, lack of opportunities, communicational totalitarianism, scarcity of freedoms and intolerant social ecosystems.Compared to other drugs acting on the same areas, REFF AR Drug is designed with accessibility in mind and as an enabler of the spontaneous generation of forms of expression and of collaborative practices.

REFF AR Drug is also used (off-label) to treat numerous other conditions such as the UFPS (Uncertainty for the Future of Publishing Syndrome), and the LDSBMS (Lack of Decent Sustainable Business Models Syndrome).”

Learn more here:



MACME (Multi Author Medial Cross Ecosystem), is an open source platform that transforms a WordPress blog into a system of cross-media publishing. MACME has been issued as a giant WordPress plugin, distributed through GPL3 license. Thanks to MACME, anyone can produce their own cross-media publication and distribute it individually in augmented reality as a website, e-book, mobile phone application (for iPhone, iPad and coming soon for Android).

Learn more here:


ABOUT REFF – RomaEuropa FakeFactory

REFF 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 2009. 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.

Official site:


REFF in the world:




REFF AR Drugs is powered by:

REFF – RomaEuropa FakeFactory

in collaboration with

FakePress & Art is Open Source

More info on:





To comment, please create a Memefest account, it will take you only 2 minutes!
Login here if you already have one.


Open blog is a collective blog agregator.  Posts that can be read and viewed here have been originally posted by members of the Memefest community.

While members of the community  are able to check blog posts from the circle of their comrades within the on-line profile, this is the place where you are able to check on everything that has been bloged by anyone on this platform. The toppics and styles are diverse as this community consists of people from very different cultural, social backgrounds and also very different fields of expertice. Together- and through time- we hope – this gives us a good picture of radical communication culture.