How It Began
Sparks Social Club began with a growing observation echoed by countless studies: Gen Z and Millennials are more digitally connected than ever, yet increasingly lonely. As dating apps, algorithms, and now AI began shaping how people meet and relate, we started to question what was being lost – and how connection could feel more human again.
Our response was to create intimate, offline experiences that placed creativity, atmosphere, and shared interests at the center, allowing connection to emerge naturally rather than being optimized or performed. The response was immediate. Guests weren’t just forming romantic connections, but building friendships, creative exchanges, and a sense of belonging.
That insight shaped the evolution of Sparks. What began as a small series of curated gatherings grew into a broader platform for modern connection. Today, Sparks operates as a cultural studio in Berlin, creating thoughtfully designed experiences – from community gatherings, and intentionally crafted offline tools like our own conversation cards, to cultural conversations and brand-led moments – all rooted in the same ethos: to design spaces where presence, dialogue, and authentic human connection can take place.
Selin Ashaghimina
Co-Founder | Strategy & Creative Direction
Selin is a trained media researcher (rMA) with an academic background in the humanities and social sciences, specializing in digital cultures, social media platforms, and social movement studies. This research foundation informs her ongoing work on modern connection, intimacy, and community in an increasingly digital world.
Alongside her academic background, Selin brings over ten years of professional experience in digital marketing, strategy, and cross-media editing, including work at Burda Hearst Publishing. She is also a certified systemic business coach and independent speaker.
As co-founder of Sparks Social Club, she leads strategy and creative direction, designing culturally grounded experiences that combine research, facilitation, and thoughtful experience design – from community gatherings and cultural conversations to brand-led collaborations.
Josefine Kidon-Selzer
Co-Founder | Operations & Partnerships
Josefine is an independent talent manager working at the intersection of culture, creativity, and brand. She represents and connects high-profile artists, models, and creators with leading clients, shaping long-term collaborations rooted in cultural relevance and strategic alignment.
With over a decade of experience across talent management, public relations, and event coordination – including previous roles in PR and project management at a renowned 3D motion studio – Josefine has managed large-scale projects and partnerships with internationally recognized brands such as Burberry, Google and Rimowa.
As co-founder of Sparks Social Club, she leads operations and partnerships, ensuring that each experience is thoughtfully produced, strategically aligned, and executed with care.