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.
UNSTAGED is an interactive arts and live performance series taking over Market Street every Third Thursday with an exciting mix of music, art, and community activities. From live bands and DJs to immersive soundscapes, breakdancing battles, hands-on crafts, and interactive installations, UNSTAGED transforms the Mid-Market Entertainment Zone (5th to 6th Street) into a vibrant open-air experience. Grab food and drinks from local favorites like The Red Tail Craft Beer and Wine Bar, Saluhall Market and The Beer Hall, and enjoy the energy of Market Street like never before. Indulge in an amazing dinner at one of the fantastic restaurants located at nearby Mint Plaza, such as Burma Love or 54 Mint. And if you really want to elevate your evening, Rise Over Run (our building rooftop bar) is an inviting spot to share creative cocktails and small plates around a fire pit while gazing at the sweeping skyline.
Join us for this free event on Thursday, July 17, 2025 from 4-7PM.
Be sure to schedule your tour of Serif’s newest model home and catch all the action.
L00k Again. It’s happening here. Email sales@serifsf.com or call 415-805-8896 today.
SERIF is located at 960 Market Street in San Francisco’s Mid-Market neighborhood within steps of The Warfield Theatre, across the street from San Francisco’s new IKEA and Saluhall Food Hall at 945 Market Street.
@bandalooping photo credit: Alyse Panitz, @alysepanitzphotography
Don’t miss the chance to tour newly released model home 514. This junior one-bedroom features upgraded hardwood flooring, a kitchen island perfect for dining or entertaining, a spacious walk-in closet, in-unit washer/dryer, and -567 square feet of thoughtfully designed living space. Enjoy a quieter city retreat with north-facing windows overlooking Turk Street, while having access to the best of the city.
Residence 514, a large junior one-bedroom, one-bath is priced at $499,000.
Home doesn’t stop here. We’re making San Francisco a rooftop kind of town complete with a landscaped rooftop solarium with bar, lounge seating, and recreational outdoor space, private dining and more.
Take a closer look at Serif’s building amenities and enjoy a 3D Tour of Serif’s stunning Solarium by visiting HERE.
Schedule your private tour by emailing sales@serifsf.com or calling 415-805-8896. Visit HERE to explore select pricing on additional featured homes.
Image credits: @openhomesphotography
UNSTAGED: Live on Mid-Market returns bringing free live music, immersive art, and community to San Francisco’s Market Street between 5th and 6th!
Living in this city and experiencing it are two different things. Do both. Local music. 7 am nightcaps. And that’s just our block. Here’s to having the least boring 883,305 neighbors of all time. SERIF. Find your kind.
Every third Thursday (Jun-Oct) from 4-7PM the new Mid-Market Entertainment Zone will be HAPPENING. Grab drinks from local spots and enjoy them outside while experiencing performances from incredible San Francisco artists in every form!
Boredom Proof. Explore Serif in San Francisco today! Book your appointment to tour our building and rooftop, amenities and new model homes. Contact Serif’s sales team at info@serifsf.com or 415-465-1996 today.
2025 UNSTAGED Dates:
– June 19
– July 17
– August 21
– September 18 (Mark your calendars for this one!)
– October 16
The next chapter in San Francisco’s story is unfolding. And it’s happening right now. SERIF. L00k again.
Thanks to the @marketstreetarts, Mid Market Foundation, @svanefamilyfoundation and @sfoewd for helping to make this possible!
Photo credit: @alysepanitzphotography via @marketstreetarts
From theater and art to retail, dining, and nightlife, Serif puts homeowners in the center of all San Francisco offers. Set in the vibrant Mid-Market district, we’ve just released a new collection of upper-floor studios, one-bedrooms, one-bedrooms + den, and two-bedroom homes above Market Street with spectacular city views and upgraded finishes.
A NEW PERSPECTIVE ON URBAN LIVING
BOLD ARCHITECTURE, EXPRESSIVE INTERIORS
With a design that reflects San Francisco’s artistic roots, Serif pairs angular forms and raw materials like concrete, wood, and steel with a sleek palette of black and white, warmed by natural finishes.
A CULTURAL CROSSROADS AT YOUR DOORSTEP
Where SoMa, Union Square and downtown converge, Mid-Market buzzes with energy. New hotspots rise beside storied landmarks in theater, music, and LGBTQ+ culture. It’s where creativity thrives, and innovation happens.
ROOFTOP RETREAT WITH SWEEPING VIEWS
Serif’s rooftop solarium is more than an amenity, it’s a destination. Indoor and outdoor lounges offer a front-row seat to panoramic city views, perfect for relaxing, entertaining, or working remotely.
SCHEDULE A TOUR
Homes starting from $386,500.
Schedule your tour to explore one of our newly released homes by emailing sales@serifsf.com or call 415-805-8896.
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