Serif is pleased to announce fantastic fall incentives for homebuyers. When you are in contract by October 31st, 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 October 31, 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
It’s happening around here. Serif’s newest Market Street neighbor, Saluhall is bringing on much more than hip eats and tasty drinks. Regularly programmed events are on rotation making our corner of the city quite a community. Neighbors have been mixing with neighbors during Summer DJ Nights, over cooking classes, Drag Bingo Brunches and now there’s more on our agenda:
Monday Trivia Night
Every Monday starting on August 19th, Geeks Who Drink will be hosting trivia night at Saluhall located at 945 Market Street. Grab your know-it-all friends and enjoy some lively competition. Participation is free – reserve your spot here!
Date Night French
On September 7th, the Cookery Skola will be hosting an intimate date night dinner event. Connect, create, and savor the romance of Paris just across the street from SERIF, all without leaving SF. This French-inspired Date Night Cooking Class offers an intimate and unforgettable experience. Begin with the art of crafting a delicate Ratatouille Tartlet, a masterpiece of Provençal flavors. Tickets are sold in pairs – get yours here.
Host an Event
Hello housewarming soirees and holiday season hosting. From team-building events to private cooking classes, happy hours, and food tour packages, our neighboring Saluhall offers the perfect setting for any occasion. The versatile spaces at Saluhall can accommodate gatherings of all sizes, ensuring a memorable experience. Learn more here.
Look again. Surprise yourself. Our location, in the heart of San Francisco, is boredom proof.
To get a front row seat to these events and more, explore Serif’s newly reduced homes from $398,000. Explore new pricing on select homes at Serif. Contact our sales team for your personal tour by emailing sales@serifsf.com or calling 415-997-0389.
All images courtesy of Saluhall San Francisco
Discover your dream home at Serif in the heart of San Francisco and see what the buzz is all about. With eight homes sold last month, now is the time to check out our junior and one-bedroom homes with newly adjusted pricing and summer incentives. Street art. Local music. 7 am nightcaps. And that’s just our block. You too can call Serif home and enjoy a grand lifestyle all around. Surround yourself with art, history, and architecture before even decorating your home.
The allure of residences 421, 319 and 323 lies in their unique design elements. Each home has been planned to make the most of its space, with a large walk-in closet, spacious bathroom, and dedicated dining area. Fixtures and finishes, including exposed concrete, quartz white countertops, and matte black fixtures, complement the energy and eclecticism of Mid-Market.
Explore our three featured homes below and join us for a tour of the building. With the current pace of sales, we recommend reaching out soon! Serif sales team may be reached by emailing sales@serifsf.com or calling (415) 805-8896. View availability of additional newly reduced homes at Serif.
Located on the corner of Market and Turk, the award-winning architectural design of the 12-story building is the result of a collaboration between conceptual architect Bjarke Ingels Group of Denmark, architect of record Handel Architects of San Francisco and interior architect IwamotoScott, also of San Francisco. The result is unlike anything in the city – in form, in color, in style. The bright white, textured facade takes cues from contemporary architecture, while the flatiron at Turk and Market recalls early 20th century San Francisco.
Serif’s residents and their guests have exclusive access to a wealth of amenities. Chief among them is the landscaped rooftop solarium, which serves as both a co-working and entertainment space equipped with a library, bar, restaurant, a chef-grade kitchen for private events and indoor and outdoor spaces – where an airy lounge atmosphere complements bird’s eye views of the neighborhood. Other amenities include a state-of-the-art fitness center and yoga room, a pet spa, dog run and a bike parking and storage room equipped with controlled access.
Cover image: Jason O’Rear Photography
Summer is heating up, and we’re excited to share the latest happenings at the LINE and throughout San Francisco. Don’t miss out on these fantastic events:
June 29-30: San Francisco Pride 2024
This year’s theme, “Beacon of Love,” brings two days of celebration to Civic Center. The festivities culminate on June 30 with the iconic Pride Parade.
July 4: Fourth of July Fireworks
Celebrate Independence Day with a spectacular view from the rooftop solarium. (Weather permitting, courtesy of Karl!)
July 10: Sound Bath at Rise Over Run
Unwind in the Hammett Room at the LINE Hotel San Francisco with Dana Murphy for a soothing sound bath session.
Saturdays: “Get Rolling” All Ages Open Skate
Bring your roller skates or blades to Fulton Plaza for a fun-filled day of open skating.
Every Wednesday: Friends of the SF Public Library Step Sales
Explore used books of all genres at the Larkin Street steps of the SF Public Library Main Branch.
Sundays and Wednesdays: Heart of the City Farmers Market
Join the community at Civic Center for this beloved farmers market, a staple since 1981.
Tuesdays & Fridays (noon-3 PM); Thursdays (2-5 PM): Civic Center Soundtrack Concert Series
Enjoy free concerts in San Francisco’s premier arts and culture district.
We hope to see you at these events, making the most of summer in the city! Visit here to view more fun happenings.
Look again. Surprise yourself. Our location, in the heart of San Francisco, is boredom proof.
To get a front row seat to these events and more, explore Serif’s newly reduced homes from $479,000. Explore new pricing on select homes at Serif. Contact our sales team for your personal tour by emailing sales@serifsf.com or calling 415-805-8896.
Meet the latest perk of ownership when you make your move to Mid-Market’s own Serif condominium homes. When you live here, you will not only enjoy the full suite of onsite amenities in the heart of San Francisco but will also 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.
Enjoy access to these benefits:
The LINE San Francisco
Whether you’re looking for a modern hotel featuring four distinct dining experiences to host your visitors, a local spot for delicious eats, or coffee and cocktails nearby, The LINE SF has you covered with these perks:
• 20% off food and beverage from Sunday at 4pm through Wednesday
• 15% off hotel rooms
Cookery Skola at Saluhall
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.
The Cookery Skola at Saluhall is a unique cooking school offering hands-on classes and workshops that range from fundamental knife skills, to perfecting the twist in a cardamom swirl, to cooking seasonally. Whether you’re a kitchen pro looking to explore a new regional cuisine, or a beginner looking to build kitchen confidence, a world of culinary adventures awaits you.
• Serif Owners Club receive 15% off cooking classes at the Cookery Skola!
Studio Dental
Located just half a block from Serif, Studio Dental provides state-of-the-art dental care with hands-on service and transparent pricing, all from an award-winning office. As a Serif owner, enjoy this discount:
• New patients living in Serif can receive a free professional take-home whitening or a $1,000 off of Invisalign for qualifying patients
7th Avenue
Design your home with the stylish, functional furniture as featured here in Serif’s Residence 620 and receive:
• Serif Owners Club Members receive 10% off all furniture purchases
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. Theater, art, retail, dining, nightlife—it’s all part of the Serif experience. And that’s to say nothing of the amenities. In addition to the many perks afforded to the Serif Owners Club, residents will also have access to the amenities at Serif from private dining and rooftop solarium to a state-of-the-art fitness center.
The Serif Design Center is offering Bumblebee Spaces as a part of our design upgrades program. Bumblebee Spaces creates modular furniture affixed to the ceiling that comes to you only when you need it. With this design-driven technology, residences become flexible with furniture that disappears into the ceiling so each space is maximized for work and play. Unlock more space in your homes. Add a home office, bedroom, and smart storage to your home with Bumblebee’s ceiling mounted units.
And now you can see your space transformed with Bumblebee. After placing an order online, the design team will create a visualization of your space transformed. With visual tools and reduced lead time, Bumblebee is simpler to design and install than ever before.
Scan your room with your mobile device to create a 3D map and the design team will add Bumblebee while considering your floor and ceiling. Bumblebee allows you to live differently! Schedule a tour to visit the Bumblebee Showroom at Serif, and see the modular bed and storage in action.
Contact our sales team at sales@serifsf.com or call (415) 805-8896.
Well regarded for their collection of modular sofas, 7th Avenue is a premiere destination for modern furniture that unites function with fashion seamlessly and with careful attention to quality. Their showrooms cater to this mentality, occupying spaces that enhance the product rather than displaying them in sterile warehouses. By coexisting with artful habitats, 7th Avenue presents their brand under an elevated lens while offering themselves to the space entirely, as is the case with their new San Francisco showroom.
Opened earlier this month and available to shop by appointment only, the Mid-Market outpost of 7th Avenue at Serif finds modular sofas sharing the stage with residential corners, allowing shoppers the chance to see their new sofa in action. What’s more, when you make your move to Mid-Market’s own Serif condominium homes, you will not only enjoy the full suite of onsite amenities but will also have access to The Serif Owners Club. The club offers Serif residents 10% off 7th Avenue furniture and custom design services, plus 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.
The modular sofas are highly versatile and designed with water and stain-repellent fabrics that are easily removable and washable. But best of all, they are built to last and withstand common anxieties surrounding a well-made sofa investment. Durable, affordable, and designed with timeless taste, 7th Avenue’s modular sofas are a local legend in Los Angeles, but perhaps one of the company’s most distinguished qualities is in their presentation.
The sofas are also dressed with DWR technology, which significantly reduces the chance of staining. Of course, no fabric is entirely immune to liquids, but their designs are built to repel water and other spills more effectively than market competitors.
We invite you to schedule your appointment to shop the new San Francisco showroom at 960 Market Street in the heart of downtown San Francisco’s Mid-Market. You’ll find 7th Avenue on display in real home settings located within the model home of a brand new luxury residential development, the Serif. Be sure to pop over to inquire about Serif’s ownership perks program, available exclusively to residents within the sumptuously hip The LINE San Francisco, which shares our San Francisco footprint.
Construction is now complete at Serif and six model homes are available to tour! With prices starting in the $500,000’s, Serif has seen strong interest from homebuyers with over 50 residences under contract since the sales gallery opened. With the building’s unique shape, each residence is available in several different sizes with perfectly placed windows to connect the building’s interiors to the surrounding Mid-Market area. Homebuyers are invited to find their fit among the 242 condominiums from studios, junior one-bedrooms and one- and two-bedroom residences ranging in size between approximately 450 to 1,200-square-feet. Functional and flexible floor plans include open kitchens and living spaces, while select floor plans feature flexible offices and dens. Buyers will also have the opportunity to upgrade their spaces with Bumblebee Spaces, which allows residents to maximize their space with a bed and storage that disappears into the ceiling to create space for a fully functional home office or additional flexible space.
Minimalistic and modern, with an eye toward the urban context, each residence at Serif is a blank canvas on which residents can impart their personal style. Serif is raw and industrial yet thoughtfully crafted – every detail is designed to complement the vibrancy of Mid-Market.
Decidedly modern with an urban flair, the interior design brings an artistic attitude to the residences by combining angular forms with raw materials and finishes, such as concrete, blackened steel, ceramic-and-stone tiles, wood and a palette that blends striking black and white background surfaces with highlights of warm, natural hues and finishes.
Located on the corner of Market and Turk, the dynamic architectural design of the 12-story building is the result of a collaboration between conceptual architect Bjarke Ingels Group of Denmark, architect of record Handel Architects of San Francisco and interior architect IwamotoScott, also of San Francisco. The result is unlike anything in the city – in form, in color, in style. The bright white, textured facade takes cues from contemporary architecture, while the flatiron at Turk and Market recalls early 20th century San Francisco.
“With Serif being at the center of the renaissance now underway in San Francisco’s Mid-Market neighborhood, our goal is to reignite the area while staying connected to its rich history and culture,” said Joy Ou, managing partner to L37. “The Serif experience is bringing back the allure of Mid-Market by reawakening the theater, dining, retail and nightlife scenes that culminate into a thriving, interesting and inspiring place to live.”
“Look West from the 8th floor which grants you a view of the turreted roof on the Golden Gate Theater. East from any floor offers up Salesforce Tower and Jukebox Marriott views. While North facing views from the 10th floor boasts the Transamerica Tower,” recommends Team Serif when speaking of views from the building.
Upon arrival, residents are welcomed into the lobby by a 24-hour attendant, polished concrete floors and white walls punctuated by a curated selection of artwork. Wood-veneered millwork and blackened steel adorn the reception desk and mailroom, while ceramic-and-stone tile walls feature geometric patterns that recall facets of the facade.
Serif sales team describes the architecture as “sculptural and dynamic” further describing some of their favorite architectural features incorporated into the design: “The undulating form means residents will almost never look into another residence. The bright white, textured facade takes cues from contemporary architecture, while the flatiron at Turk and Market recalls early 20th century San Francisco. Also noteworthy is the variety of window shapes and sizes, connecting the building’s interior with the surrounding area.”
“Polished concrete ceilings contrast with sculpted accents and the steel penumbra over the beer garden along Market Street is a beautiful work of art. There’s also a repeated reference to the hexagonal façade featured in the fitness center lighting and yoga wall storage units, and in the canopy over the Market and Turk St. entrances.”
Serif’s residents and their guests have exclusive access to a wealth of amenities. Chief among them is the landscaped rooftop solarium, which serves as both a co-working and entertainment space equipped with a library, bar, restaurant, a chef-grade kitchen for private events and indoor and outdoor spaces – where an airy lounge atmosphere complements bird’s eye views of the neighborhood. Other amenities include a state-of-the-art fitness center and yoga room, a pet spa, dog run and a bike parking and storage room equipped with controlled access.
At Serif, home is only the half of it. The residential component in this mixed-use development is comprised of 242 condominiums which share 960 Market Street with The LINE Hotel, retail and dining experiences and the legendary Magic Theatre – all located in San Francisco’s eclectic Mid-Market neighborhood.
Serif also shares its space with the Magic Theatre and the effortlessly cool The LINE Hotel, a lifestyle hotel that is part of the Membership Collective Group portfolio, which includes Soho House. With locations in Los Angeles, Washington D.C. and Austin, the LINE is known for its exceptional mix of entertainment, programming and culinary experiences. Expected to open summer 2022, the 236-room hotel will feature a ground-floor bar and restaurant in addition to a rooftop bar with panoramic city views. The LINE’s design ethos draws from both past and future, incorporating the neighborhood’s complex history and embracing its vibrant evolution into twenty-first century San Francisco.
While the Turk side of the building will feature Alfred, a popular coffee shop that will open its third location with the LINE brand, the Market side will be home to a restaurant which includes a bar and outdoor dining space operated by the LINE. In addition to the non-profit Magic Theatre, Serif shares the space with several local businesses.
A confluence of the eclectic, Mid-Market is no longer filled with vacant storefronts, it’s where a new generation of restaurants and bars are cropping up alongside long-standing landmarks of the City’s theater, music and LGBTQ scenes. A short walk from the city’s best – Union Square, the Financial District, SoMa, the Tenderloin, Nob Hill – Serif truly is the middle of everywhere.
SoMa, the Tenderloin, Hayes Valley, Nob Hill, the Mission, Union Square, the Financial District—all are within a short walk of Serif, as are icons such as City Hall and the Ferry Building. Biking is also an option, with four bike-share docks within three blocks. For longer journeys, Powell Street Station, one block away, is a major stop for Bart, Muni, and one of the last remaining cable cars in the city. Numerous buses and the F Market streetcar also pass right in front of Serif.
Serif is located at 960 Market Street. To schedule a visit, book a private tour or to learn more, visit SerifSF.com or call 415-805-8896.