The End of Trends

For Spike’s 16th artist talk at Soho House Berlin, Emily Segal & Martti Kalliala, founders of the strategic consultancy Nemesis, laid out an approach to forecasting taste – technically, culturally, intellectually, and spiritually – in the era of probability machines and as so many paradigms – and even the arrow of time – collapse.

Tuesday, 16 September 2025 at 7pm
Soho House, 10119 Berlin
Tor 1

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NEMESIS is a brand consultancy and creative studio working across strategy, language, and creative direction, founded in 2017.

EMILY SEGAL (*1988, New York) is a Los Angeles-based brand strategist and founding partner of Nemesis. Previously, she co-founded the trend-forecasting group K-HOLE, the collective best known for coining the term “normcore.” She is also the founder of Deluge Books, an experimental literary press, and published her first novel, Mercury Retrograde, in 2020. Read her answer to the question “What Is Beauty” in Spike #74 – After Beauty.

MARTTI KALLIALA (*1980, Finland) is a strategist, designer, and founding partner of Nemesis. Originally educated as an architect, he is half of the acclaimed electronic music duo Amnesia Scanner, and the author of numerous essays on culture, technology, and design. Read “You’re the Canceled Version of Me, his conversation with Anne Imhof, Ville Haimala, and Freeka Tet, as well as his answer to the question “Where’s the Loophole” in Spike #81/82 – The Post-Cool.