At Serif, every home tells a different story. For homeowners Andrew and Rachel, that story begins with a shared appreciation for thoughtful design, urban energy, and a home that keeps them connected to everything they love about San Francisco. Together with their dog Pepper, they found exactly that in their spacious one-bedroom residence overlooking Market Street—a home filled with morning light, city views, and a front-row seat to the energy of Mid-Market and San Francisco’s Theatre District.
Their residence is an expression of everything that drew them to Serif in the first place: award-winning architecture, contemporary design, and a location that places the best of San Francisco within easy reach. From their oversized windows, they enjoy one of their favorite daily rituals—settling onto the window ledge to watch the city unfold below.
“For us, there were quite a few factors that made Serif a great place. It’s super centrally located, so we have the option to get to work easily while also having access to some of the best restaurants and bars within walking distance. It’s very common for us to just go out on a stroll and find a new restaurant every week! Having BART access within a two-minute walk also makes it super easy to jump to any other neighborhood in the Bay Area. We are big fans of taking transit to get to other interesting places and visiting our friends.”
“We love good design, so the architecture of the building is such a joy to come home to every day. The exterior is an amazing contemporary nod to flatiron buildings, such as the Flatiron at Fourth and Market, and the interior units have a great flow, with amazingly large windows that make it easy to enjoy sun. We’ve seen so many parades on Market Street from our window!”
“The building has everything we need to live comfortably! The integration with the hotel and coffee shop makes it easy to start the morning with a great cup of coffee while having some additional third spaces to work from home. The rooftop is an excellent outdoor space with great views of the downtown skyline, and of course, having things such as a gym on-site, and a dog run, makes it easy for dog owners like ourselves.”
Andrew and Rachel’s home reflects an approach to design that is both intentional and joyful. While the architecture provides a clean, contemporary foundation, they’ve layered the space with color, personality, and pieces collected over time. Rather than rushing to fill every wall, they’ve embraced the idea that a home is something that evolves.
“We definitely have an appreciation for contemporary design. In our current iteration, we love pops of bold color to make things interesting. We try to avoid the washed-out millennial pale that tends to prevail in a lot of homes these days. Inside our home, you’ll find interesting pieces such as our iridescent coffee table. That said, we love the inherent design of the unit and wanted to respect its design principles, so we opted to continue with clean lines and clear shapes, mainly focusing on circles and rectangles.”
“In terms of materials, we’ve focused on neutrals that also align with the space, such as oak, solid black/white/grey, which allows our colored, accented possessions to really stand out. We are slowly building out a Gallery Wall with fun prints from artists we like. One of my favorite quirky prints is from a local artist. We stumbled upon an artist selling her prints on College Ave in Rockridge, and it’s a drawing of the cable car, but as a watermelon.”
Their growing gallery wall, playful artwork, and carefully selected furnishings create a residence that feels both sophisticated and deeply personal. Like the city itself, it’s a space filled with discovery, character, and unexpected moments.
While their residence serves as the backdrop for everyday life, some of Andrew and Rachel’s favorite moments happen upstairs. The rooftop has become an extension of home—a place for quiet reflection, sunset gatherings, grilling with friends, and enjoying San Francisco from a different perspective.
“We use the roof in so many different ways. We go to the corner of the building; we call it the pointy end, to do some meditation. We love to finish the day sitting by the fire pit enjoying the sunset and we use the grill on the roof to cook.”
“We also love to host our friends in the Serif Solarium. One of our favorite things is to have the solarium doors fully open on a nice, sunny day, enjoying a nice indoor-outdoor flow. We call it peak-California-living. The quality of the light filtering through the trees can’t be beat.”
Whether gathered around the kitchen island sharing a favorite mezcal, grilling on the rooftop, or enjoying a sunny afternoon in the solarium, they’ve embraced Serif’s ability to bring people together.
One of the biggest surprises for Andrew and Rachel hasn’t been the architecture, the views, or even the location, it’s been the community they’ve found here at Serif.
“We can confidently say that some of our neighbors are already friends. A lot of folks here are forward-thinking young professionals or students and older folks looking to retire or move back to the city. This creates such a lively, eclectic mix of people with such interesting backgrounds from cities, states, and countries near and far. We also have a great community of some of the cutest dogs in the neighborhood.”
It’s a sentiment we hear often from Serif homeowners. While the residences provide a beautiful place to live, it’s the connections, shared experiences, and community that make life here remarkably special.
For Andrew, Rachel, and Pepper, Serif is more than a home overlooking Market Street. It’s a place to create, entertain, connect, and experience San Francisco from the center of it all.
Because at Serif, home is only the half of it.
At Serif, every homeowner brings their own perspective to city living. For Riley, home is about balance—a place where the energy of San Francisco is always within reach, yet calm and comfort are never far away. Drawn to Serif’s unique combination of contemporary design, thoughtful amenities, and unbeatable location, she found a residence that supports both the pace and pause of everyday life.
Riley’s large junior one-bedroom overlooks Turk Street and fills with warm afternoon sunlight. One of her favorite features is the frosted sliding glass door that separates the sleeping area from the main living space, creating flexibility, privacy, and a sense of flow. Stylish, functional, and beautifully designed, the residence reflects the same effortless aesthetic that Riley brings to everything she does.
For Riley, Serif offered something increasingly rare: the ability to live in the center of San Francisco while maintaining a sense of retreat.
“Choosing Serif felt like the best of both worlds. I really value being able to walk to work and stay connected to such a vibrant part of the city, while still having a space that feels calm and removed when I come home. It brings a sense of balance to everyday life that I truly appreciate.”
That balance defines her experience at Serif. Outside her front door are theaters, music venues, museums, galleries, restaurants, cafés, and the energy of Market Street. Inside, her residence offers a quiet sanctuary above it all, filled with natural light and thoughtful design.
It’s a lifestyle that makes it easy to embrace the best of city living while always having a place to recharge.
Riley’s design style is warm, understated, and deeply connected to the architecture of the home itself. Rather than competing with the clean lines and contemporary materials of her residence, she uses furnishings and finishes that complement them.
“My design style is natural and clean, with a focus on warm, inviting elements. I gravitate toward beige tones, wood textures, and subtle contrasts like black and white accents. This approach allows the unit’s built-in features, like concrete and wood, to really shine. I especially love the kitchen area, as it’s where I spend a lot of time cooking and unwinding. Its clean, simple design makes it feel both functional and beautiful. It naturally becomes the focal point of the space.”
Cooking is one of Riley’s favorite ways to relax, making the kitchen a natural centerpiece of her home. The thoughtful layout and contemporary finishes create a space that’s equally suited to preparing a quiet weeknight dinner or gathering with friends. Just across the street, Cookery Skola at 945 Market offers year-round cooking and baking classes, making it easy to continue exploring new recipes and culinary techniques close to home.
Like many great homes, Riley’s residence feels collected rather than decorated—a reflection of her personality, lifestyle, and appreciation for natural materials.
When she’s not enjoying her residence, Riley can often be found upstairs. The rooftop and solarium have become some of her favorite places in the building, offering a completely different perspective on city living.
“The rooftop is easily my favorite amenity because it acts as a serene escape above the energy of the city. With sweeping skyline views and a calm, elevated atmosphere, it strikes the perfect balance between vibrant and relaxing. It’s my go-to spot to unwind solo or spend time with friends.”
It’s a sentiment shared by many Serif homeowners. From morning coffee in the solarium to sunset conversations around the fire pit, the rooftop serves as both a retreat and a gathering place. Perched above Market Street, it offers a rare opportunity to enjoy the city from a quieter vantage point while remaining connected to everything happening below.
One of the unique aspects of life at Serif is the seamless connection to Timbri Hotel, creating an experience that extends beyond the building itself.
“One of my favorite hidden perks is the partnership between Serif and Timbri Hotel. Being so close to their rooftop bar and restaurant, Rise Over Run, and receiving a resident discount makes it feel like an extension of home. It’s such a treat to have that elevated experience just steps away.”
Whether it’s meeting friends for cocktails at Rise Over Run, enjoying skyline views from the rooftop, or simply returning home to a residence that feels both stylish and serene, Riley has found a lifestyle that embodies what makes Serif special.
For her, the experience isn’t defined by a single feature, amenity, or location. It’s the combination of thoughtful design, meaningful conveniences, and everyday moments that come together to create something more.
Because at Serif, home is only the half of it.
At Serif, home begins with a front door, but it extends far beyond it. It’s morning light over Market Street. Rooftop conversations around the fire pit. The creative pulse of the neighborhood below. And for homeowner Dani, it’s also the opportunity to create a deeply personal space in the heart of San Francisco. As one of Serif’s earliest homeowners, Dani was drawn to the rare combination of new construction living and the unmistakable energy of Mid-Market, a neighborhood where the city feels alive at every hour.
“I wanted to be located in the hustle and bustle of the city, but in a new build. Being located on Market was a huge draw for me. When I first viewed Serif, much was still under construction, and that idea of getting to build a home from the ground up was exciting. The community aspect was also very appealing—the active relationships that the developer has with the surrounding neighborhood, as well as the shared spaces that foster a true sense of community among neighbors.”
Dani calls Serif’s -13 floor plan home, a thoughtfully designed one-bedroom residence that has become an evolving reflection of her personality and aesthetic. Rather than rushing to complete the space, she’s approached it with intention, allowing each piece to arrive naturally over time. The result is layered, eclectic, and distinctly her own—a home that feels curated rather than decorated. Inspired by celebrated designer Ken Fulk, Dani gravitates toward interiors rich with texture, art, and surprising details that reward a closer look.
Her approach to design is equally intentional:
“I’m drawn to many different design styles and have always said I eventually need a home with multiple living rooms to be able to accommodate all the different styles I like. I love a full room that juxtaposes art and wallpaper and furniture pieces that all have just some small detail that makes them unique. I’ve been obsessed with Ken Fulk for 20 years, and every space he creates is my ideal.”
That creativity shows up throughout the home, perhaps most notably in a hand-painted portrait of her dog KG that hangs above her desk—a detail that brings humor, warmth, and personality into her everyday routine.
“I still haven’t fully kitted out my space, even though it’s been a few years at this point. I’m extremely choosy and have an exact picture in my mind of the art I want to put up—but the catch is that in order to get exactly what I want, I have to create it. Only 1 of 4 paintings has been completed so far. It’s a painting of my dog KG, which I hung over my desk so that I can look up and have a laugh throughout the day.”
Another standout feature is her custom kitchen island, designed specifically for the space with both functionality and personality in mind:
“I also am obsessed with my kitchen island. I had it custom built to fit my exact specifications for size and storage, and I love the small pop of color it brings to the space.”
Beyond her residence, Dani has embraced the lifestyle and sense of connection that define Serif. Like many residents, she finds herself gravitating to the rooftop, one of the building’s signature gathering spaces overlooking the city skyline.
“The rooftop is definitely Serif’s most prized amenity. The solarium is so perfect both to work out of in the day and to use as a gathering or relaxing space in the evening. I can’t get enough of our fire pit, and the additional touch of having a dog area is extremely nice, and useful.”
But perhaps what surprised her most was the community itself. In a city often defined by movement and independence, Serif has fostered something increasingly rare: genuine neighborly connection.
“In such a short time, a true community has been built. Many owners are on a shared WhatsApp thread to discuss aspects of the building, help each other out if there are issues, and share about new restaurants and other nearby going-ons. I’ve become close friends with many neighbors, which I could not have expected. It’s such a good feeling to come home and have a built-in social community of people to hang out with if I’m in the mood. Our own units on the other hand – with the concrete walls and ceilings – do provide plenty of privacy too. I’m very well insulated from my neighbor’s noises, and it’s freeing to know I don’t have to take extra care to worry about whether I’m living too loudly.”
For Dani, Serif is more than a place to live—it’s a space to create, connect, and continue evolving alongside the city around her. Because at Serif, home is only the half of it.
There are days when San Francisco feels especially alive, when art, culture, and community come together in one seamless experience. Sip the City: Art. Wine. Bites. is exactly that kind of day. On Saturday, April 25 from 1–4 PM, 945 Market Street transforms into a vibrant, multi-level destination filled with wine tastings, immersive art, and live music all just steps from Serif. It’s an afternoon designed for discovery, and a chance to sample the flavor of the neighborhood.
Set within the modern urban hub developed by Ingka Centres (part of the IKEA family), Sip the City invites guests to explore three curated floors of energy and creativity. Wander from level to level with a glass in hand, moving through thoughtfully designed spaces where art installations meet the rhythm of live music and the richness of California’s wine country. It’s a fresh expression of San Francisco’s evolving cultural scene – dynamic, design-forward, and deeply connected to the community.
It’s more than an event, it’s a glimpse into everyday life around Serif. Before heading across the street, we invite you to book a private tour of our model residences and experience what it means to live at the center of it all. From light-filled interiors to elevated amenities and a location that places the city’s best moments just outside your door, there’s no better way to sample the flavor of Mid-Market living. Tour first, then toast, it’s the perfect pairing. Reserve tickets here.
Contact our team for your personal model home and building tour at sales@serifsf.com or 415-805-8896 today.
And the pours are worth it. Sip the City brings together an exceptional lineup of wineries and tastemakers, including Umbriaso, McGrail Vineyards and Winery, Mitchell Katz Winery, Wente Vineyards, Murrieta’s Well, Sojourn Cellars, Broc Cellars, Omega Road Winery, Hammerling Wines, Garre Vineyard & Winery, Tensley Wine, Napa Valley Private Label Wine, Del Valle Winery, Rosenblum Cellars, Gundlach Bundschu Winery, Abbot’s Passage Winery & Mercantile, Signorello Estate, Paradise Ridge Winery, along with The Roll Away Art and A Taste of Monterey.
It’s a rare opportunity to experience a wide range of California’s most celebrated flavors, all in one place, and all just across the street from Serif.
There’s something special about living where the city’s energy naturally gathers—and on Sunday, March 1, that energy turns delicious. The James Beard Foundation® brings its celebrated Taste America series back to San Francisco, hosting a walk-around culinary event at Saluhall, directly across the street from Serif. It’s an evening that blends community, creativity, and cuisine in one of the city’s most exciting new food halls.
Taste America is more than a tasting—it’s a national celebration of independent restaurants and the chefs who shape local food culture. Spanning 20 cities across the U.S., the series connects food lovers with standout culinary talent in thoughtfully curated experiences. At Saluhall, guests will mingle, sip, and sample their way through an exceptional lineup that captures the diversity and depth of San Francisco dining.
Headlining the evening is Azalina Eusope of Azalina’s, a member of the prestigious 2025–2026 TasteTwenty class—an annual group of “ones to watch” recognized by the James Beard Foundation for leadership, creativity, and impact. Her presence sets the tone for a night that honors not only flavor, but storytelling, heritage, and innovation on the plate. Other favorites include David Barzelay, James Beard Award Nominee® for Lazy Bear, and Semifinalist® for True Laurel and JouJou, Michele McQueen of Town Fare and Lucy Blue, Priscilla Przygocki of MAMA Oakland, and Darryl Bell of Stateline Road Smokehouse in Napa.
Get your tickets today!
Sunday, March 1, 2026| 6:30 PM
Saluhall, 945 Market Street
Tickets available via the James Beard Foundation HERE
For Serif residents, this is what it means to live at the heart of the city: world-class events unfolding just beyond your front door. No long rides, no planning—just a short stroll to an unforgettable evening celebrating the people and places that make San Francisco’s culinary scene iconic. Taste America is a reminder that here, culture isn’t something you commute to—it’s something you live inside of.
Residence 715 is one of Serif’s most desirable two-bedroom floor plans, valued for its extensive upgrades, Market Street views, and newly reduced price of $1,105,000. As an exclusive end-of-year incentive, we are offering:
$20,000 in credits that can be applied toward closing costs and up to one year of HOA dues.*
This stunning two-bedroom, two-bath residence spanning -885 sq. ft. is filled with natural light, with windows extending across the full width of the home. Elevated finishes include hardwood flooring, tailored window treatments, and custom closet systems designed for maximum storage, along with a BOSCH 500 Series Wi-Fi-enabled washer and dryer. The spacious primary suite accommodates a king-size bed and features an en-suite bath appointed with both a soaking tub and a walk-in shower. An on-site parking space is also available for purchase.
RESIDENCE 715 2 BEDROOMS, 2 BATHROOMS ~885 SF $1,105,000
Schedule your tour today by emailing sales@serifsf.com or calling 415-805-8896.
photo credits: Jean Bai
© Serif 2025 | Real Estate Consulting, Sales and Marketing by Polaris Pacific – a licensed California, Arizona, Colorado, Hawaii, Oregon and Washington Broker – CA DRE #01499250. Brokers must accompany their client(s) and register him/her on the first visit to the Sales Gallery to be eligible for broker commission. The floor plans, elevations, renderings, features, finishes and specifications are subject to change at any time. Square footage or floor areas shown in any marketing or other materials is approximate and may be more or less than the actual size. They should not be relied upon as representations, expressed or implied. The developer reserves the right to change floor plans, elevations, features, finishes and specifications at any time, without prior notice.
Momentum is building at Serif! With four new sales in just three days, there’s never been a better time to make your move and experience the heart of San Francisco. Our Fall Home Savings offer up to $27,500 in credits*—design more, spend less, and create a home that’s truly yours.
$10,000 in design center credits on select Studios. 1-Bedrooms, and Small & Large Junior 1-Bedrooms
$20,000 in design center credits on 1-Bedroom + Den and 2-Bedroom homes
*Up to $7,500 in additional homebuyer credits available through Serif’s participating lender for qualified first-time buyers
Photo credit: Open Homes Photography
SERIF RESIDENCE 423, 1-BEDROOM, 1-BATHROOM ~559 SF
Light-filled with city and courtyard views—this 1-bedroom, 1-bath residence (~559 SF) is a top-selling plan at Serif. Hardwood floors, a walk-in closet, and a BOSCH washer/dryer make city living effortless, while your $10,000 Design Credit* at Residence 423 lets you personalize every detail.
Offered at: $509,000 + $10,000 credit can be applied toward upgrades*
Participating lenders assistance up to $7,500*
Photo credit: Open Homes Photography
SERIF RESIDENCE 514, JUNIOR 1-BEDROOM, 1-BATHROOM ~567 SF
Experience quintessential urban living in the heart of San Francisco when you call Residence 514, home. Here, afternoon light pours in and windows frame city scenes. Enjoy a custom kitchen island, elegant chandelier, hardwood floors, and a walk-in closet, plus $10,000 in design credits* to make it your own.
Offered at: $499,000 + $10,000 credit can be applied toward upgrades*
Participating lenders assistance up to $7,500*
Photo credit: Jean Bai
SERIF RESIDENCE 715, 2-BEDROOMS, 2-BATHROOMS ~888 SF
Elevate your lifestyle in Residence 715, Serif’s corner 2-bedroom, 2-bathroom home with floor-to-ceiling windows and expansive Market Street views. Designer hardwood floors, custom closets, window treatments, BOSCH washer/dryer, and a primary bath with walk-in shower and soaking tub make every day a complete urban retreat.
Offered at: $1,050,000 + $20,000 credit can be applied toward upgrades*
Participating lenders assistance up to $7,500*
L00k Again! Explore select pricing on new homes by visiting HERE. Living at Serif means being steps from theaters, art venues, and lively Market Street energy. Just outside your door, the Mid-Market neighborhood buzzes with theater, nightlife, and culture—the perfect urban backdrop for your new home.
*View featured home floor plans and get more details by visiting: https://bit.ly/SerifFallHomeSavings
*Prices and incentives are subject to change without notice. The incentive amount will be paid out as a lump sum total seller credit issued at closing. The lump sum seller credit can be used towards allowable closing costs, rate buy down HOA fees, other allowable pre-paids, etc. Incentive payout must follow lender guidelines. Valid on new contracts only. Not valid on existing contracts. Additional homebuyer assistance available through Serif’s participating lender.
San Francisco’s Mid-Market has always been a place of history, culture, and creativity—and today, it’s experiencing an undeniable shift in energy. While recent headlines buzzed around a proposed rebrand to “Lower Hayes,” the truth is simpler: Mid-Market doesn’t need a new name to shine. This is the spine of the city, the heart of its theater district, and a place where arts, innovation, and nightlife converge. The arrival of Motive AI at 1355 Market and the recent move of 125 Y Combinator startups into 989 Market speak volumes. Companies and talent are choosing this neighborhood not for what it’s called, but for what it already offers.
At street level, that identity is rooted in culture. From the iconic Warfield to SFJAZZ and the Orpheum Theatre, Mid-Market has long been San Francisco’s stage for live entertainment and the arts. As community leaders noted in recent coverage, what makes this neighborhood special is its authenticity—its historic architecture, its bold cultural institutions, and its legacy of reinvention. That mix of history and innovation is exactly why new businesses and residents are planting roots here, and why locals continue to take pride in calling Mid-Market home.
The momentum is real and measurable. Motive AI has secured 40,000 square feet at 1355 Market. Tandem Space has welcomed more than 125 startups and 270 workers to 989 Market. The Community Arts Stabilization Trust has acquired the Warfield Building, further cementing this corridor as a hub of creative energy.
Recognition is following, too. Market Street Arts, led by the Mid-Market Business Association & Foundation, was recently honored with the International Downtown Association’s Downtown Achievement Award of Excellence in Economic Development. It’s proof that what’s happening here is worth celebrating. Mid-Market is not just evolving—it’s thriving, attracting visionaries while honoring its legacy as San Francisco’s historic theater district.
For Serif, rooted right in the center of it all, this momentum is more than exciting—it’s a promise of what’s to come. We invite you to book your personal tour appointment and see for yourself by emailing sales@serifsf.com or calling 415-805-8896 today.
Now in its 12th year, 2 Blocks of Art: Site + Sound will once again transform Market Street into a vibrant cultural corridor. Spanning from 5th to 7th streets, the event features art and music, including a DJ, bar and civic interests at our very own Timbri Hotel, home to Serif. Book your tour of Serif in advance and experience the energy of Mid-Market, as the arts come to life.
This year’s theme — Site + Sound — showcases the deep connection between music and art in reimagined spaces, weaving together Mid Market’s rich history of movie houses, radio, live music venues, and culture with the energy of today’s creative arts community. Attendees can explore diverse art forms and participate in activities like “Sketch the Block” and receive a free drink by RSVPing on the event website at www.2blocksofart.org today.
SATURDAY, OCTOBER 11 FROM 11 AM to 6 PM
Some HAPPENINGS steps from Serif include:
Warfield Commons: 988 Market Street – BUILDING TOURS
The Warfield Theater: 982 Market Street – AMALGAMA (Spanish Rumba Trio) 12-2PM, BRASS MAFIA 2:30 to 4:30PM
Jonathan Carver Moore Gallery: 966 Market Street – AUUDEY DORSEY (resident artist)
Timbri Hotel: 960 Market Street – DJ, BAR, CIVIC INTERESTS
IKEA/Saluhall Atrium: 945 Market Street – CARRIE ANN PLANK (print making/painting) 4TH FLOOR and BEN KELLGREN (painting/sculpture) & MAYA FUJI (paintings) 5TH FLOOR
Explore new pricing on select homes HERE. Schedule your personal tour by emailing sales@serifsf.com or calling 415-805-8896 today.
Ready to turn your dream home into a reality? With interest rates on the decline, now is the perfect time to explore Serif’s featured Residences 514, 808, and 806. Lower rates mean reduced monthly payments, freeing up your finances to enjoy everything the neighborhood has to offer.
As San Francisco eases into fall, Serif’s Market Street location comes alive with seasonal energy. From world-class theater and art to boutique shopping, celebrated dining, and vibrant nightlife, it’s all right outside your door. And when you prefer a cozy night in, Serif offers a full-service building with a state-of-the-art fitness center, residents’ lounge, and a stunning rooftop retreat with panoramic city views.
SCHEDULE YOUR TOUR
Visit HERE to explore floor plans and featured homes with special pricing, and contact our sales team by emailing sales@serifsf.com or calling 415-805-8896.
