Welcome to Mid-market, where SoMa meets the Tenderloin meets downtown. Where a new generation of restaurants and bars is cropping up alongside long-standing landmarks of The City’s theater, music, and LGBTQ scenes. Whatever your cravings, you find it here.
pc: @kinkhao
MEET MID-MARKET MICHELIN STARRED- KIN KHAO
A few blocks from Serif, you’ll find Kin Khao, a Michelin Star Thai restaurant featuring vibrantly flavorful Thai cooking with a produce-driven northern California flair. The menu draws on tradition, but it’s a far cry from run-of-the-mill, with creative interpretations of classics and original offerings. A fragrant steamed curry mousse (hor mok), studded with tender mushrooms and served with crispy puffed rice cakes, is a tantalizing starter, and even a familiar dish like green curry is made with memorable ingredients sourced from a local farm.
”… when it comes to layered, vibrantly flavorful Thai cooking with a produce-driven northern California flair, Chef Pim Techamuanvivit is in a league of her own.”
55 Cyril Magnin Street (…but really the corner of Mason and Ellis Streets)
pc: @montesacrosoma
SPOTLIGHT ON THE NEIGHBORHOOD MONTESACRO – AUTHENTIC PINSA
Located in San Francisco’s vibrant Mid-Market neighborhood, Montesacro is a modern pinseria with a warm atmosphere that will make you feel right at home. The menu features only the freshest seasonal ingredients carefully selected from nearby farms, plus small producers in Italy. Enjoy a taste of Roman-inspired dishes, including their signature pinsa dough, tasty antipastis, and desserts, all perfectly paired with their beer and wine list.
510 Stevenson Street
pc: @smishsmash__ at @saluhallsf
SMASH BURGER POP-UP SMISH SMASH OPENS AT SALUHALL
Born as a popup in 2020 by Chef Victor Donado and partner Amy Han, Smish Smash became a local favorite, bringing the smashburger craze from Los Angeles to the Bay Area. The signature smash technique transforms the burger into a savory, crispy, and juicy indulgence, with every patty smashed to create a perfect “meat lace” while locking in all the juices. Chef Victor, an LA native with a French culinary background, marries these two worlds—crafting each burger with the precision of fine dining while keeping the fun, fast-food vibe alive.
Now you can get yours any day of the week! Smish Smash at Saluhall (945 Market Street) is open seven days a week, just across from Serif on Market Street.
L00K AGAIN – Surprise Yourself. Music, art, museums, night life, shopping and dining surround you. If San Francisco is your show, Mid-Market is the Green Room. Explore new pricing on select homes HERE.
Schedule your tour today by emailing sales@serifsf.com or calling 415-805-8896.
Serif’s one-bedroom homes are in high demand. With four sold in the past month alone, now is the perfect time to tour Residence 401 before it’s gone.
Experience the best of city living. Surrounded by top dining, shopping, and entertainment, this stylish one-bedroom, one-bathroom residence offers -614 square feet of thoughtfully designed space with upgraded hardwood flooring. Double-pane, south-facing windows frame vibrant views of Market Street—letting you take in the city’s energy while keeping your home a relaxing retreat. Don’t miss this opportunity to make a residence at Serif yours and enjoy the best of San Francisco theatre, art, live entertainment, shopping, and dining steps from your front door.
Residence 401 is priced at $627,000.
Enjoy a Virtual Tour by visiting HERE.
The unique shape of the building means each new home is available in several different sizes. Functional and flexible floor plans include open kitchens and living spaces, while select floor plans feature flexible offices and dens.
L00K AGAIN – Surprise Yourself. Explore new pricing on select homes HERE.
Schedule your tour today by emailing sales@serifsf.com or calling 415-805-8896.
Photos by @openhomesphotography
Discover Residence 523, our latest one-bedroom model home, featuring bright west-facing views from both the living room and bedroom, where a striking mural adds artistic flair. The interior blends angular forms with raw materials like concrete and wood, softened by warm, natural hues for a modern yet inviting aesthetic.
Nestled in the heart of San Francisco’s Mid-Market neighborhood, Serif is seamlessly connected to the vibrant Timbri Hotel and offers an array of retail and dining experiences. With theaters, galleries, shopping, top-tier restaurants, and dynamic nightlife nearby, Serif places residents at the center of San Francisco’s most exciting cultural scene.
Residence 523 is offered at $529,000.
photos by @openhomesphotography
Market Street Arts recently announced the arrival of San Francisco’s newest piece of public art in the heart of Mid-Market with SERIF and Timbri Hotel as its backdrop: Heartfullness by Katy Boynton.
On view daily through June 7, we invite you to visit Market Street at Turk & Mason, and showcase your love for San Francisco in a collaborative content event we’re calling #SFHasHeart
📍Market Street at Turk + Mason Streets in the heart of San Francisco 📷
Share your love stories with all of SF! 🤎 Capture ‘Heartfullness’ by artist @heartfull_katy with Serif as your backdrop and tell us all the reasons you love San Francisco. Tag @SerifSanFrancisco and @MarketStreetArts or invite us to collab, and be sure to use #SFHasHeart in your posts, stories, and Reels. Use your voice to share love for the city you call home or the city that holds a special place in your heart!
Express Yourself.
Upbeat, offbeat, marching to its own beat – this is San Francisco. Most cities welcome you. San Francisco embraces you.
What makes San Francisco have heart?
Share the first moment you fell in love with San Francisco.
Why it holds a place in your heart.
Why it will always be home.
Give a shout to your favorite places and people who are making our location in the heart of San Francisco – Mid-market, where SoMa meets the Tenderloin meets downtown – a thriving neighborhood.
Street cars. Rooftop nightcaps. Street art. Bustling streets with buskers. And that’s just our block. If San Francisco is the show, this is the green room.
The next chapter in San Francisco’s story is unfolding. And it’s happening right now.
Show some love for our neighborhood and follow @MarketStreetArts, @saluhallsf, @timbrihotel, @jonathancarvermoore, @theredtail, @therumpusroomsf, @beerhallsf, and @heartofsf on Instagram.
Heartfullness is a steel sculpture of a mended heart, embodying the strength of the human spirit. Every experience, every scar, tells a story of resilience and the enduring power of love. By embracing these experiences, we allow our hearts to heal and grow.
During the day, the rusted metallic surface catches the sunlight, a testament to the resilience of a heart that has weathered life’s challenges.
At night, the heart glows with a warm inner light, symbolizing the unyielding fire within us all. The cracks and imperfections transform into pathways for this radiant light to project outward. Just as the heart becomes a beacon of light, so too do we, when we embrace adversity and allow our own inner light to truly shine.
This deeply meaningful work was brought to Mid-Market and funded by the Mid-Market Foundation through Market Street Arts and Sijbrandij Foundation with support from Building 180.
Cover Photo by Alyse Panitz Photography, Courtesy Market Street Arts, see @alysepanitzphotography
This year, Serif proudly welcomed over 25 new homeowners, and we can’t wait to welcome you next.
As San Francisco segues into the holiday season, Serif’s neighborhood transforms into a hub of festive activities. Located in the heart of Market Street, our residents enjoy access to theaters, art galleries, retail shops, dining, and night life. For quieter evenings, Serif provides the perfect retreat, featuring a full-service building with amenities such as a fitness center, a residents’ lounge, and a breathtaking rooftop.
NEW YEAR – NEW PRICING
We are excited to showcase select residences now available at newly reduced prices, ranging from $398,000 to $899,000. Options include studios, 1-bedrooms, 1-bedrooms plus den, and 2-bedroom homes designed to suit a variety of lifestyles.
From all of us at Serif, we wish you a joyful holiday season and look forward to welcoming you to your new home.
VIEW ALL REDUCED HOMES AND TAKE VIRTUAL TOURS HERE.
Every season, there’s a reason. L00k Again. There is so much happening in and around Serif.
Be sure to catch the final UNSTAGED LIVE On Mid-Market event of 2024, where BANDALOOP will showcase their vertical performance on SERIF once again. Seamlessly weaving intricate choreography and climbing technology to turn the dance floor on its side, the show will take place November 7 from 4-7 p.m. on the side of our building lining Market Street.
COCKTAILS & BITES
After the show, swing by one of the LINE hotel’s two bars, The Dark Bar and Rise Over Run – both easily accessible from Serif. Head to the rooftop for panoramic city views or relax at the lobby-level nook with delicious cocktails and small bites.
SERIF FEATURED HOME TOUR
While you’re at Serif, take a tour of this week’s featured home 201. This brand-new one-bedroom, one-bathroom residence offers upgraded hardwood flooring, custom closets, window treatments, a washer/dryer and -614 square feet of stylish living space. With south-facing windows overlooking Market Street, you’ll have the perfect vantage point to enjoy the city.
Residence 201 is priced at $640,000. Call (415) 805-8896 or email info@serifsf.com for details and a tour. Home is only the half of it. Explore the perks of ownership by visiting here.
Serif is pleased to announce fantastic fall incentives for homebuyers. When you are in contract on Residence 201 by November 30th, we are offering a $25,000 credit*.
ACROSS THE STREET
Saluhall Food Hall in San Francisco’s new IKEA building invites you to join the fun for illuminated art pieces, live band karaoke, belly dancing, maker carts, cooking demos, a lip sync contest, live music, break dance battles, cumbia music, and of course, lots of delicious food and beverages!
UNSTAGED: First Thursdays Live on Mid-Market, presented by Market Street Arts, is just one of several projects aimed at transforming the experience in Mid-Market. UNSTAGED joins other Market Street Arts programs, Make it! and Busk it!, to bring artistic expression to the public realm throughout this vital San Francisco corridor.
@bandalooping photo credit: Alyse Panitz, @alysepanitzphotography
As San Francisco transitions into fall, Serif’s neighborhood comes to life with an array of seasonal activities. Nestled at the heart of Market Street, residents enjoy the convenience of nearby pursuits, from theater and art to retail, dining, and nightlife. And for those cozy nights in, Serif offers a full-service building with a fitness center, a residents’ lounge, and a stunning rooftop to unwind.
Serif is pleased to announce fantastic fall incentives for homebuyers of up to $35,000 when you are in contract by November 30th.
Now is the perfect time to make your move to the heart of San Francisco. Select homes at Serif feature new, incredible pricing worth taking a second look. Owners will have access to The Serif Owners Club. The club offers Serif residents exclusive access to preferred reservations, pricing, and perks at the best experiences our neighborhood has to offer—including The Line Hotel and its food and beverage options, Alfred Coffee, local eateries, and more. Just across the street from Serif in the new IKEA San Francisco building, in addition to shopping, co-working space and the incredible Saluhall dining hall, you’ll find a cooking school too.
Whether you’re seeking the perfect San Francisco pied a terre for easy access to those Broadway shows, SFJazz and the San Francisco Ballet or a year-round pad for a short commute to the office, look again at Serif. View the PERKS of ownership!
*The Fall Incentive amount will be paid out as a lump sum total seller credit issued at closing. This 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 homes with pre-installed finishes. The incentive promotion is applicable only to primary and second home purchases. Offer can change or expire at any time. Expires November 30, 2024.
Serif is pleased to announce fantastic fall incentives for homebuyers. When you are in contract by November 30, we are offering:
$15,000 credit* on Junior One-Bedrooms – Starting from $398,000
$25,000 credit* on One-Bedrooms – Starting from $520,000
$35,000 credit* on Two-Bedrooms – Starting from $950,000
Credit: Jean Bai Photography
These credits are the most significant yet, and along with recent interest rate cuts, they are making homeownership in San Francisco’s Mid-Market neighborhood a reality.
Credits can be used toward:
Buying down your interest rate
Closing costs
Pre-pay HOA dues
Interior upgrades
With Serif’s remaining selection of homes, the time to act is now. Contact our sales team at sales@serifsf.com or call 415-805-8896.
Credit: openhomesphotography
*The Fall Incentive amount will be paid out as a lump sum total seller credit issued at closing. This 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 homes with pre-installed finishes. The incentive promotion is applicable only to primary and second home purchases. Offer can change or expire at any time. Expires November 30, 2024.
Serif is excited to share a special new vertical performance on our building by BANDALOOP happening at UNSTAGED this Thursday, October, 3rd.
BANDALOOP honors nature, community, and the human spirit through perspective-bending dance. An innovator in vertical performance, BANDALOOP seamlessly weaves dynamic physicality, intricate choreography and climbing technology to turn the dance floor on its side. Founded by Amelia Rudolph and under the artistic direction of Melecio Estrella, BANDALOOP re-imagines dance, activates public spaces, and inspires wonder and imagination in audiences around the world.
We’re thrilled to welcome them to Serif.
Thursday, October 3
4pm-7pm
At Market and Mason
Interested in living within walking distance of endless culture and excitement? Set up a personal tour of Serif’s remaining junior one-bedroom, one- and two-bedroom homes. Homes starting at $398,000.
Ready to make your dream home a reality? With interest rates dropping, now’s the perfect time to check out some of Serif’s Featured Residences and find your home in the heart of San Francisco steps from The Warfield, the Orpheum Theatre, Golden Gate Theatre, IKEA San Francisco, Saluhall Market, Cookery Skola , all the amenities of the LINE Hotel San Francisco and so much more.
Life at Serif San Francisco is boredom proof.
Explore new pricing on select homes and take a virtual tour by visiting here.
TOUR JUNIOR ONE-BEDROOM, ONE-BATH RESIDENCE 417
Residence 417 is a light-filled, large Junior one-bedroom home featuring ~504 sq. ft. The interiors showcase a luxurious, modern bathroom, a large walk-in closet, and upgraded fixtures and finishes, including beautiful hardwood flooring, a generous kitchen island and sliding glass doors between your living and sleeping spaces, providing the ultimate in privacy.
Clean and modern, with finishes using wood, exposed concrete and striking white countertops, the aesthetic is decidedly simple and urban.
Priced at $498,000.
TOUR TWO-BEDROOM, TWO-BATH RESIDENCE 509
Step into this bright two-bedroom, two-bathroom home, offering -970 sq. ft. of sleek minimalist design. Picture yourself in an open-concept living, dining, and kitchen space, complete with top-of-the-line Miele appliances, elegant quartz countertops, and chic high-gloss cabinetry—all set against stunning hardwood floors. Plus, oversized windows flood the space with natural light in every room, giving you unbeatable views of the vibrant culture outside your door.
Residence 509 is priced at $985,000.
Call (415) 805-8896 or email sales@serifsf.com to view this move-in ready home.
Serif is a full-service building sharing its footprint with the LINE Hotel SF. Serif enjoys multiple amenities, including a 24-hour attended lobby, fitness center, residents’ lounge, and breathtaking rooftop. Its vibrant Mid-Market location at 960 Market Street provides walkable activities, including theater, art, retail, dining, and nightlife. With its prime location in the heart of San Francisco, you’ll have access to whatever cultural passion you wish to pursue.
Photo credits: @openhomesphotography