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.
San Francisco is at your fingertips when you live at SERIF and Mid-Market is at the heart of it all. From sips to bites and self-care to work space, you’re invited to meet a few neighbors virtually via video spotlights. ‘Discover the District’ video series is created by The Mid Market Community Benefit District (MMCBD), a non-profit, community-based organization that provides programs and services to improve the quality of life experienced in the public realm in San Francisco’s Mid Market neighborhood. The business video spotlight list continues to grow – restaurants, retail stores, salons, galleries and more – so check back often for new additions! Book a tour of our newly completed building and model homes, discover life along Market Street and mosey through Mid-Market in-person soon to meet the faces behind these neighborhood businesses.
Square Pie Guys. The original location of the popular Detroit-style pizza squares, Square Pie Guys are constantly lauded for their delicious (square) slices. Order up your favorites.
SAMS American Eatery. Featuring American comfort food and California-inspired dishes, SAMS American Eatery also offers coffee and espresso drinks, beer and wine and Bloody Marys; open for breakfast, lunch and dinner. Dive into the menu.
Pentacle Coffee. Pentacle Coffee, and the adjacent Oros Gallery, serves up Four Barrel coffees, pastries and light snacks in a friendly setting with bright murals. Enjoy pick up at the Jessie Alley window.
54 Mint Ristorante. Located in Mint Plaza, this modern Italian trattoria serves up elevated Roman dishes and Italian wines. Some say its San Francisco’s best Roman experience outside of Rome. Plan dinner out soon.
Mo’z Cafe. Mo’z Cafe is a casual, contemporary eatery renowned for its early-morning breakfast fare and lunch. Order online and skip the line.
The Nail Hall. Going green has never felt so good. The Nail Hall is a fully non-toxic nail bar and event space. They also feature a non-toxic monthly mani membership.
Montesacro Pinseria SF. Consistently named one of the best places for Italian food and pizza in San Francisco, Montesacro Pinseria is a charming and cozy restaurant. The entire menu is tasty.
Chai Bar by David Rio. Enjoy delicious chai tea, coffee, and sweet and savory treats in a casual café complete with outdoor seating. Here, you’ll find art in a cup. Get your unique cup of Chai soon.
Trellis. A workspace for individuals or teams; Trellis offers a variety of meeting and desk spaces. They also have a public coffee shop and wine bar. Make yourself at home.
Natalini Flowers. A local florist with cut flowers and designer arrangements for gifts, events and special occasions. Show some local love to Crispy.
Fermentation Lab. A modern gastropub offering California craft beer and wines, BBQ, burgers and elevated small plates. Grab a pint and chill.
Welcome to the epicenter of boredom-free living. Life happens here. San Francisco happens here. Find your fit, right here in Mid-Market. The model homes are open! Now offering tours by appointment only, 10am-6pm, daily. Contact (415) 805-8896 or sales@serifsf.com to explore life in the heart of San Francisco.
San Francisco happens here. SoMa, Hayes Valley, Nob Hill, the Mission, Union Square, the Financial District—all are within a short distance of Serif, as are long-standing landmarks of the city’s theater, music, and top cultural institutions.Living in this city and experiencing it are two different things. Do both. Snap your seasonal selfies at these top spots in the neighborhood.
pc: @what_mac_sees
Westfield SF Centre Tree, 0.1 miles from Serif. Bottoms Up! Catch “Under the Dome” – a fabulous inverted 50-foot chandelier-like tree, covered in crystals, shines throughout the holiday season. It’s the perfect picture opportunity in the shopping center for a quiet pause while you hunt for gifts. Get your tickets for the tree lighting and wine country awards on December 1, 2021.
pc: @sreshtavijay
David Rio Chai Bar, 0.1 miles from Serif. Spice up your day and take a snap. Stop in for chai or a latte and delicious pastry at this neighboring spot which has become known for taking foam-art to the top thanks to Melannie Aquino – recently featured by ABC News. Take in the modern, distinguished ambiance featuring a rustic yet modern interior incorporating wood, granite, steel, and brick. Hot Tip: The floors are beautiful and make a lovely #fromwhereistand pic with a chai in hand. Put your feet together (toes angled together or straight out), either positioning your device parallel to the floor to capture below the knees or angled downwards to include more of your outfit.
pc: @marin_mommies
Union Square Ice Rink, 0.5 miles from Serif. Don your favorite cashmere scarf and beanie, glam out your winter wardrobe. It’s time to pop on your favorite ear muffs and strike a pose on the ice at San Francisco’s favorite outdoor rink. Daily ice skating and special events are scheduled throughout the holiday season. Don’t miss days with special on-ice performances and local celebrities, such as Drag Queens on Ice (Dec 2) and the Polar Bear Skate (Jan 1). The rink is open November through January 17, 2022.
pc: @unionsquaresf
Macy’s Great Tree at Union Square, 0.5 miles from Serif. Macy’s 32nd annual ‘Great Tree’ stands tall, decorated with a plethora of twinkling energy-efficient LED lights and shining ornaments – making the perfect backdrop to any holiday photo. You can also see the wonder of the SF SPCA Holiday Windows at Macy’s this season and snap a photo at one of the oversized shelter-animal Instagram-able outposts which helps spread the love for pet adoptions.
pc: @dressedtomatch
SFMOMA, 0.6 miles from Serif. The San Francisco Museum of Modern Art is one of the largest museums of modern and contemporary art in the United States and a thriving cultural center for the Bay Area. In addition to seven gallery floors, SFMOMA offers 45,000 square feet of free, art-filled public space open to all. Add a pop to your holiday shot! Coordinate the colors and patterns of an outfit with your favorite mural or latest exhibit. @dressedtomatch does this picture perfectly making each trip to the museum Insta-worthy. Go green.The thirty-foot-tall Living Wall on Floor 3 is also an ideal spot to take in over 19,000 plants and makes a beautiful backdrop for snapping selfies.
pc: @thechelseamarrs
Gingerbread House at The Fairmont, 0.7 miles from Serif. Alice in Wonderland merges with Christmas in this fantasy-style tradition. The Fairmont’s famed two-story-high Victorian Gingerbread House returns each year throughout the entire holiday season and is always a sight to behold. More than 8,000 baked bricks cover the two-story structure which sits beside a dazzling tree in the main lobby, surrounded by a festive holiday train and other seasonal decorations. Twinkling lights and garland grace the central stairway, and smaller trees, snowmen, and scarlet poinsettias brighten mezzanine spaces.
Welcome to the epicenter of boredom-proof living. Strike a pose and find your fit right here in Mid-Market.
San Francisco happens here. Simply a half mile from Serif, you’ll discover the most magical spot to be during the holiday season. Dripping with dazzling lights and activities designed to spread cheer, Union Square is made to light up your season. Festive lighting decorates palm trees in Union Square Park, trees and festival lighting on Maiden Lane, and trees at the Powell Street Cable Car turnaround. A magical Winter Wonderland beckons as lights turn on November 1 and run through February. Hit the ice, catch a show, experience the wonder and shop ‘til you drop.
Neighboring Union Square is home to West Coast flagships of some of the world’s most distinguished fashion houses—an ever-evolving destination for stylish pursuits and luxury finds. The perfect place to spend a day shopping, discover a mix of department stores like Bloomingdale’s, Crocker Galleria, Macy’s, Neiman Marcus, Nordstrom, Saks Fifth Avenue, San Francisco Centre Westfield as well as a number of unique boutiques in the Union Square district. A luxury renaissance has brought the arrival of global brands which include Hermès, Harry Winston, Chanel, Bulgari, Dolce & Gabbana, Tiffany, Yves Saint Laurent, Bottega Veneta, Cartier, Louis Vuitton, Dior and Valentino.
With nearly as many restaurants as there are stores, you’ll find just the spot to recharge your batteries before heading back out to the shops. Gaspar Brasserie is located near Union Square with richly-designed interiors that make you feel as if you are truly in Paris and provide the perfect setting for enjoying exquisite classic and modern French fare such as Duck Leg Confit and always popular Steak Frites. Bartlett Hall is a gastropub and brewery that fuse the city’s historic elements with its present-day lively personality—serving as an authentic reflection of San Francisco where quality, comfort, and craft reign supreme.
Slip into the sultry Clock Bar which takes guests on a journey through time with a menu inspired by a specific era. Every detail from the glassware to the decor, brings to mind bygone eras like San Francisco in 1904 and Paris in the 1920s. ENO Wine Bar serves up a fantastic selection of wines, cheeses and chocolates in a sleek yet relaxing ambiance. Step into the California of yesteryear at Sample irresistible American cuisine made with an international touch at The Oak Room Restaurant. Make sure to spy the elaborate sugar castle.
Union Square Ice Rink, November 3-January 17. Skate through the holidays at San Francisco’s favorite outdoor rink with daily ice skating and special events scheduled throughout the holiday season.
Macy’s Great Tree Lighting, November 19 – Jan 1. The annual great tree will be decorated with thousands of twinkling energy-efficient LED lights and shining ornaments. Macy’s 32nd Annual Tree Lighting can be viewed in Union Square Park between Sutter & Geary streets and Powell & Stockton Streets, right across from the front of Macy’s. The tree will stay lit each night for you to enjoy through the beginning of January.
Twelfth Night, November 24 – January 15. Twelfth Night at San Francisco Playhouse features an original jazz-funk score by Shaina Taub, a soulful shake-up of a Shakespearean classic, perfect for the 12th night of Christmas or any day of the year.
A Christmas Carol. November 26 – December 28. Charles Dicken’s classic, A Christmas Carol comes to the Golden Gate Theatre. First debuting in 2017 at London’s iconic Old Vic Theatre, this adaptation from Harry Potter and the Cursed Child writer Jack Thorne and Old Vic Artistic Director Matthew Warchus, has been praised for its joyful and warmhearted approach to the fable.
Menorah Lighting, November 28-December 6. The Bill Graham Menorah Project is an annual Chanukah Menorah Lighting in Union Square and this multiday San Francisco tradition continues to shine bright. Join the Bill Graham Menorah Day celebration on the first night of Chanukah: Sunday, November 28 at 2:00 p.m. for music, traditional foods, and a Menorah Lighting with dignitaries.
Drag Queens on Ice, December 2. Watch some of San Francisco’s fiercest Bay Area drag queens lip-sync and skate the night away for the 11th consecutive year.
San Francisco Ballet’s Nutcracker, December 10-30. Step into the reverie of little Clara in this unforgettable holiday tale and enter a magical wonderland of toy soldiers, a blizzard of snowflakes, and a kaleidoscope of more than 150 dancers.
Polar Bear Skate, January 1. Put on your chicest, wildest, and most inventive beach attire, grab your shades and “take the plunge” in the ice rink for this New Year’s Day Union Square tradition.
Welcome to the epicenter of boredom-proof living. Find your fit right here in Mid-Market. Now offering tours of SERIF amenities and model homes by appointment only.
Image credit: Union Square
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. Cocktail Hour? Always. Street art. Local music. 7 am nightcaps. And that’s just our block. Saunter around the neighborhood and try one of these festive cocktails available this season.
54 Mint, 16 Mint Plaza, 0.2 miles from Serif. A modern Italian trattoria tucked into San Francisco’s historic Mint Plaza with fresh in-house made bread, pasta and desserts. Try the Pocket Coffee Martini, a perfect fall sip with Argonaut brandy, espresso liqueur, Meigamma vermouth rosso, Di Saronno foam
The Cavalier, 360 Jessie Street, 0.2 miles from Serif. The Cavalier is a London-inspired brasserie, located adjacent to Hotel Zetta in San Francisco’s SoMA neighborhood. Try sipping the Angel Of The North, made with Earl Grey infused Glenlivet Founder’s Reserve, Cynar Thistle Amaro, Cherry. Tucked behind The Cavalier you’ll find Marianne’s with low lighting, royal purple walls, and posh leather and zebra banquettes.
Dirty Habit, 12 Fourth Street, 0.3 miles from Serif. A sultry little hideaway featuring shared plates and snacks alongside creative seasonal and savory cocktails. Try the smoky and warm Kings & Queens made with Madre Mezcal Espadin, Brown Sugar Reduction, King’s Ginger, lemon, and egg white.
The Black Cat, 400 Eddy Street, 0.4 miles from Serif. Black Cat is a refined social dining experience featuring a modern American supper club menu. The Sazerac (New Orleans) features a cognac, absinthe, and warm spice bitters that pairs perfectly with live music at San Francisco’s premiere Jazz Supper Club.
City Beer Store, 1148 Mission Street, 0.5 miles from Serif. San Francisco’s premiere craft beer bottle shop, bar, & online retailer. Try Cellarmaker Brewing Company Mendo Sleigh Ride, Hazy West Coast IPA w/ Cascade, Galaxy and Strata Hops & Terpenes 7.0%.
Novela, 662 Mission Street, 0.6 miles from Serif. This library-themed bar is known for party punches, especially this time of year. They have a holiday package of three bottles: A Hot Toddy with whiskey, fig, yuzu, cloves, and lemon; the “Kris Kringle” with tequila, passionfruit, pineapple, orange, and lime; and the “Jack Frost” with gin, cranberry, orange, lemon, and spice.
Palette, 816 Folsom Street, 0.6 miles from Serif. Palette serves local new American fare & wine in this vibrant cafe & event venue. Order up a Champagne Cup with Martell vs cognac, pineau des charentes, curaçao, spiced pear, lemon, sparkling. (Serves 4-6).
The Linden Room, 292 Linden Street, just under a mile from Serif in nearby Hayes Valley. Enjoy garden to glass cocktails in San Francisco’s tiniest shrine to libations, a petite 8 seats— walk in only. This tiny cocktail spot at the rear of Kim Alter’s stunning, tasting menu-only restaurant Nightbird has reignited the culture of the curated cocktail. San Francisco Chronicle calls it “A tiny slice of cocktail heaven”. Try the Johin cocktail made with Japanese gin, alpine liquor, tarragon vermouth and Marqut lime.
Mix it up at home. Try one of these five fall cocktail recipes from our friends at 7×7 this season. Join us for a tour and discover boredom-proof living. The next chapter in San Francisco’s story is unfolding. And it’s happening right now. SERIF. L00k again. Find your fit.
Fall for seasonal events and performances happening in our neighborhood, and all within easy reach of Serif. Theater, art, retail, dining, nightlife—it’s all part of the Serif experience. Satisfy your soul. Look again and discover boredom proof living where San Francisco happens. Dig into the line-up of happenings this season:
Get serenaded during SFWednesdays. Now through the end of October, the SF Mayor’s Office is sponsoring a series of free live events featuring local artists every other Wednesday from 12pm – 2pm in three simultaneous offerings surrounding Serif at Union Square, Embarcadero Plaza and Mint Plaza. Check the SFWednesdays website for the most up-to-date information on performances, times, and locations.
Catch a Theater District show. Say hello to Broadway in your backyard. Catch Jesus Christ Superstar at the Golden Gate Theatre from October 13-November 7. Unravel the mystery of Fidelio by Ludwig Van Beethoven at the San Francisco Opera from October 14–30 and follow the second part of the trilogy with Così Fan Tutte by Wolfgang Amadeus Mozart from November 21–December 3. Rock out with the Pressure and Time 10 Year Anniversary of Rival Sons with Special Guest Reignwolf on November 11 at San Francisco’s premier spot for live music, the Warfield.
Fall for the last performances of the season at Yerba Buena Gardens Festival. Celebrate Native art, music and culture during San Francisco Indigenous Peoples’ Day on October 11, enjoy live readings and music from SF’s annual literary festival on October 16-17 during Litquake and head out for some Halloween Hoopla on October 30.
Immerse yourself in life after dark. Every block has a story and this one is your alternative route to unexpected beauty in San Francisco. Skybridge on Stevenson returns to revitalize the 500 block of Stevenson Street with 10 weeks of pop-up art, live music, dance performances, special guest DJs, dance competition, food and drinks and more in the open-air minutes from Serif.
Ring in Autumn at District Six. An all new SoMa StrEat Food Park is open daily from 10am-6pm which hosts The Bus Stop Barbershop, Social Fit Club, and food trucks to satisfy every palate. Nibble on Pandan themed food at Pandan-monium on September 26. Indulge in a variety of savory classics like garlic, kare kare, and chicken afritada lumpia during LumpiaPalooza on October 23. Join the Sundaze Day Party with a spooky twist during Sundaze – Halloween, and enjoy a special lineup of vendors serving ‘nacho’ average, mouth-watering selections during the Nachos Festival on November 6.
Step inside Van Gogh. The west coast premiere of the new Immersive Van Gogh Exhibit from creators of the blockbuster show in Paris have brought the art of Vincent to life in San Francisco to the SVN West, located at 10 South Van Ness Ave. Astonishing in scale and breathtakingly imaginative, you will experience Van Gogh’s art in a completely new and unforgettable way. The exhibit has been extended by popular demand through November 7.
Find your center at Civic Center. There’s always something to see or do in Civic Center. Skylight Gallery Shows at the SF Public Library run daily through October, featuring a rotation of exhibits on the sixth floor of the Main Branch. Currently on view in the Skylight Gallery are two exhibits: Votes for Women (through October 31) and When the Conference Heard From the Street (through October 10).
Dive into a good book. The Friends of San Francisco Public Library Wednesday Step Sales have returned to Civic Center where you’ll find $1 reads for sale at the Larkin Street steps 11am to 3pm, every Wednesday.
Get ready for live performance at its very best: San Francisco Symphony live performances return at Davies Symphony Hall for Re-Opening Night on October 1. We’re also looking forward to Día De Los Muertos on November 6, the Holiday Gaiety on December 17 and New Year’s Eve With Darren Criss on December 31.
Step into an experience like no other at the Asian Art Museum. At teamLab: Continuity, you become part of an interactive landscape of blooming flowers, darting fish, and soaring crows. They have extended tickets to October and November.
Welcome to the epicenter of boredom-free living. Life happens here. San Francisco happens here. Find your fit, right here in Mid-Market. The model homes are open! Now offering tours by appointment only, 10am-6pm, daily. Contact (415) 805-8896 or sales@serifsf.com to explore life in the heart of San Francisco.
San Francisco happens here. SoMa, the Tenderloin, Hayes Valley, Nob Hill, the Mission, Union Square, the Financial District—all are within a short distance of Serif, as are long-standing landmarks of the city’s theater, music, and top cultural institutions. San Francisco is forever. The show will go on. Map out where you will go next.
The Warfield, under 260 feet from Serif. This grand dame of a theatre is a beautiful addition to Mid-Market, offering a 2,300-seat live music venue which plays host to some of the hottest concerts in the Bay Area. The Grateful Dead, Bob Dylan, Korn, Slayer and Guns N Roses have all made appearances at this neighboring venue. The Warfield originally opened in 1922 and was built by showman and theatre chain owner Marcus Loew, who named the showplace after his old friend David Warfield, a native San Franciscan who began as an usher and grew to be one of the greatest silent film actors of his time.
A.C.T./The Strand Theater, 0.3 miles from Serif at 1127 Market Street. The American Conservatory Theater is an essential gathering place that brings artists and communities together to inspire and provoke. Located directly across from Civic Center’s lively UN Plaza, The Strand boasts a 283-seat theater, a 120-seat event and performance space, and a welcoming lobby and cafe that is open to city residents seeking a new destination in the Central Market neighborhood.
Broadway SF at The Orpheum Theatre, 0.4 miles from Serif. Officially designated as a San Francisco Landmark in 1977, the Orpheum Theatre originally opened in 1926 with a façade patterned after a 12th-century French cathedral. This is the venue to catch the best musicals and live performances from Broadway and beyond. Shows here have included Hamilton, Wicked, The Phantom of the Opera, The Lion King, Les Misérables, Mamma Mia! and so many more.
Asian Art Museum, 0.4 miles from Serif. Located in the heart of San Francisco, the museum is home to one of the world’s finest collections of Asian art, boasting more than 18,000 awe-inspiring artworks ranging from ancient jades and ceramics to contemporary video installations. Rotating interactive and virtual exhibits plus events are also offered at this popular neighborhood destination.
Yerba Buena Gardens, 0.6 miles from Serif. Embrace your every mood and find green relief amid landscaped lawns, serene waterfalls and colorful gardens in the cultural heart of San Francisco. Take in the Yerba Buena Gardens Festival which features free, live performances outdoors all summer long.
SFMOMA, 0.6 miles from Serif. The San Francisco Museum of Modern Art is one of the largest museums of modern and contemporary art in the United States and a thriving cultural center for the Bay Area. In addition to seven gallery floors, SFMOMA offers 45,000 square feet of free, art-filled public space open to all.
San Francisco Opera, 0.7 miles from Serif. SF Opera has been thrilling audiences with shows such as La bohème, Tosca, Otello, and A Streetcar Named Desire in San Francisco since 1923. Presenting both classics and world premieres, the San Francisco Opera features world-famous works by renowned artists throughout the year in the beautiful War Memorial Opera House.
SF Symphony, 0.8 miles from Serif. Founded in 1911, the Symphony features classic performances and popular movie-accompaniment events throughout the year at Davies Symphony Hall. Look forward to shows including The Princess Bride, Apollo 13, Re-Opening Night, Día De Los Muertos and much more.
SF JAZZ, 0.8 miles from Serif. The SFJAZZ Collective has honored the music of John Coltrane, Ornette Coleman, Herbie Hancock, Thelonious Monk, Wayne Shorter, McCoy Tyner, Horace Silver, Stevie Wonder and many more. In addition to presenting the SFJAZZ annual season, the San Francisco Jazz Festival and SFJAZZ Summer Sessions, SFJAZZ supports a vibrant local music scene with Hotplate events and their free summer concerts at Stanford Shopping Center and Levi’s Plaza, and nurtures aspiring musicians with diverse education programs and performing ensembles.
San Francisco Ballet, 0.8 miles from Serif. Among the world’s leading dance companies and one of the oldest ballet companies in the US, San Francisco Ballet presents more than 100 performances annually, with a repertoire that spans both classical and contemporary ballet. The Nutcracker returns in December to kick off the 2022 season.
On its way to Serif, a dedicated space for local non-profit theater company Magic Theatre has been reserved and we cannot wait until opening night! The Magic Theater will add its Magic Lab to the already abundant number of theaters in the Market Street Theater and Loft District, which is listed on the National Register of Historic Places.
Don’t miss the debut. Look again. Boredom free living begins at home. Serif is located in the heart of San Francisco’s cultural district. Find your fit today.
We’re pleased to introduce you to Bryon Zapf, part of the Serif Sales team. Originally from Wisconsin, Bryon lived in New York City for 18 years prior to moving to the San Francisco Bay Area 4 years ago. In his spare time, you’ll find Bryon dining at a hot new restaurant, getting cozy at a favorite local spot, or sipping a Vodka Gimlet with oysters at the swanky supper club Bix in Jackson Square. One of his favorite nearby restaurants is The Cavalier on 5th and Jessie Street (he suggests ordering the BLT deviled eggs). A little-known fact about Bryon is that he was a nightlife celebrity in New York City in the early 2000’s manning the door and hosting parties at some of the city’s most iconic nightlife venues at the time. Now he’s part of the fabric where San Francisco happens in the heart of Mid-Market, where a new generation of restaurants and bars is cropping up alongside long-standing landmarks of The City’s theater, music, and LGBTQ scenes.
Bryon brings an impressive 12 years of real estate experience to the Serif team, with 6 of those years dedicated to new development. He’s been fortunate enough to work on several high-profile developments in New York City, including 212 Fifth Avenue, an iconic conversion with grand apartments including a $50MM master of the universe penthouse.
The San Francisco Chronicle described Serif as, “A sexy update of the grand flatiron buildings that [once] rose along Market.” Read along as Bryon describes what you can expect from Serif, inside and out.
“Buyers and brokers love the raw and contemporary interior design and are blown away by the 360-degree rooftop views. They also appreciate the art murals on the Warfield and the access to the plentiful food and beverage program of The LINE hotel”, says Bryon.
Serif gives residents and their guests exclusive access to a wealth of amenities. Chief among them is the rooftop solarium, complete with indoor and outdoor spaces, but the lobby makes quite a first impression.
“I love the lobby designed by Iwamoto Scott. It is such a grand entrance and immediately brings in the warm woods and minimal aesthetic you’ll see throughout the building. I also really love the elevator lobbies and hallway corridors! They’re also designed by the interior architect, Iwamoto Scott. The design is so interesting and features beautiful natural materials – wood and concrete.”
And we can’t forget about the residences. Minimalistic and modern, with an eye toward the urban context, residences are raw and industrial yet thoughtfully crafted—designed in every detail to complement the energy and eclecticism of Mid-Market.
“I love the bathrooms at Serif. The black and white color palette is so striking and different compared to other condos in San Francisco.”
Did you know? Serif residents will always have a place right next door to grab a bite or a drink. While the Turk side of the building features a coffee shop/cafe, the Market side is home to a locally owned restaurant and bar and a beer garden operated by the LINE hotel, bringing its sumptuous hipness with a rooftop bar and restaurant. Serif will have its own retail spaces at ground level too. The Magic Theater will add its Magic Lab to the already abundant number of theaters in the Market Street Theater and Loft District, which is listed on the National Register of Historic Places.
Location matters. The best part?
“You’re at the center of it all – with easy access to the theaters, high-end fabulous shopping, world-renowned dining, and cocktail lounges”, says Bryon.
Bryon shares a few more destinations in the neighborhood to get on your radar: Indulge in pastries from Arsicault Bakery, enjoy an evening out for drinks and jazz at Black Cat, and grab your favorite style pizza from Montesacro Pinseria (rustic Italian) or Square Pie Guys (Detroit style square slices).
Where business meets pleasure. Where cultures collide. Where everything is a little more…exciting. Welcome to the heart of San Francisco’s newest renaissance. Tours are happening now. Schedule yours soon with Bryon Zapf by emailing sales@serifsf.com or calling 415-805-8896.
Theater, art, retail, dining, nightlife—it’s all part of the Serif experience. SoMa, the Tenderloin, Hayes Valley, the Mission, Union Square, the Financial District—all are within easy reach of Serif. Welcome to the epi-center of boredom-free living. Life happens here.
Theater District Shows. The lights are on! Say hello to Broadway in your backyard. Catch HAMILTON at the Orpheum Broadway from August 10-September 5. Tickets on sale now for a limited 4-week engagement. Watch the curtain rise at the San Francisco Opera on August 21, or rock out at the Angels & Airwaves tour in September at San Francisco’s premier spot for live music, the Warfield.
Sunshine and a Spot in the Grass at Yerba Buena Gardens Festival. This year’s festival runs through the summer from June 26 to August 28 featuring free, live performances. AfroSolo Arts Festival in the Gardens returns with legendary jazz musician Idris Ackamoor on August 7 and YBG ChoreoFest pops in on July 10, July 31, & August 14.
Dining on Something New at District Six. Welcome to the new SoMa StrEat Food Park open daily from 10am-6pm and hosting The Bus Stop Barbershop, Social Fit Club, and food trucks for the foodies. Check out the schedule for the Friday Night Market, bringing a curated selection of local small good vendors and food trucks.
People Watching at Mint Plaza. The Plaza is a hidden gem in the bustling Union Square neighborhood lined with cafés and restaurants, including Blue Bottle Café, Burma Love and 54 Mint offering both indoor and outdoor dining, and a wonderful spot to relax, enjoy great food, grab an orange chair and do some people watching. Enjoy the POLiPo e CECi – warm Mediterranean octopus summer dish at 54 Mint and definitely dine on Burma Love’s famous Burmese Tea Leaf Salad (Laphet) in this swanky bi-level restaurant. It was voted by Sunset Magazine as the Best of the West-Salad and winner of the “Good Food Award” in 2017.
An Afternoon at Union Square. Shop, dine and play at this spectacular selection of luxury, department and boutique shopping, hotels, art galleries, salons, and theaters. New shops Live music has returned to the Union Square Park – follow them on social for upcoming performances.
Re-Centering in Civic Center. There’s always something to see or do in Civic Center, from docent-led tours of City Hall and catching Zedd on August 6 at the Bill Graham Civic Auditorium to the newly announced 2022 season at the San Francisco Ballet. Enjoy a summer full of music at SF Symphony and spending Sunday’s at UN Plaza shopping farm to table ingredients and selecting hand-picked florals at the Heart of the City Farmers Market. Plan to ease your mind with some meditating on August 14 at the Asian Art Museum, which also offers complimentary entrance at Free First Sundays.
Getting Social at Shared Spaces Civic Center and Hayes Valley. As the City opens back up, Hayes Valley is welcoming shoppers and diners alike. Enjoy street closures for socially-distanced dining, outdoor music and shopping along Hayes and Octavia streets, Fridays 4pm to 10pm, and Saturdays and Sundays 10am to 10pm. We’re looking forward to brunching at The Brixton’s new spot at 501 Hayes near summer’s end, shopping unique provisions for the home from at Maker & Moss, and scoring one-of-a-kind clothing at MAC.
San Francisco happens here. Find your fit, right here in Mid-Market. Now offering tours by appointment only, 10am-6pm, daily. Contact (415) 805-8896 or sales@serifsf.com to explore life in the heart of San Francisco.