On April 25, 1995 Mare and her cohort Pontificus O. started the Institute of Invisible Thought. Their goal was to infiltrate the art world as art critics. Mare bought a beautiful suit and hit the art scene in high fashion. She went to every gallery in Soho with an attitude that suggested she meant business. With the funding Mare and Pontificus had received from friends and sympathetic artists, they started their publication, The Non-Art Art Journal. "Some forms of technology are cheap, like the photo-copy machine."