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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 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 serif
Rise Over Run at the LINE Photo Credit: Chase Daniel

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

studio dental serif san francisco

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

Serif 7th Avenue
San Francisco

7th Avenue
Design your home with the stylish, functional furniture featured in Serif’s Residence 620 and 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.

Serif Bumblebee San Francisco
Serif Bumblebee San Francisco

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 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.

Serif 7th Avenue Showroom San Francisco

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 or call 415-805-8896.

A Sagittarius to the core, her favorite style icons include Lady Gaga and Cher. She juggles sales, design sensibility and project management with grace and a smile. If you haven’t yet met Serif’s Design Center Manager, Sheri Calvert, you’re going to want to real soon. Bringing with her a Bachelor’s degree in design and drawing from a career background in fashion doing production, product development and B2B visual merchandising, Sheri has developed a keen eye for style. “Working in real estate design came natural to me and was an easy shift. It felt good to help people look good, but feels better to help people live better.” 

A native of coastal California, Sheri grew up with a very creative family in Monterey. “On the weekends my mom and dad were always refurbishing old furniture, re-painting interiors and updating our home interiors seasonally with a cool California vibe. My home was boredom proof as it was constantly in creative flux.”

I like wearing multiple hats, but if I had to pick a “part” I’d say that I like to help people make good design choices. Turning their house into a home is very gratifying.” ~ Sheri Calvert, Serif Design Center Manager

Boredom proof living at Serif comes in all shapes and sizes. The building is complete and stunning model residences boast city views through expansive windows, bringing the artistic attitude of each home to life. 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. Find your fit and start styling your new home in the heart of San Francisco. For extra design inspiration, Sheri says some good Instagram accounts to follow include: @kellywearstler, @destinationeichler and @elledecor.

“Greige is the new black.”

We asked Sheri about current trends in real estate design and the built environment: The design trends I am seeing (and appreciate) are subtle mixed textures with warm grey undertones that work as a perfect backdrop for people to add their own pops of color. Serif is a perfect example as it is full of juxtapositions; mixing exposed concrete with natural wood, modern-industrial, yet inviting and functional.  The homes at SERIF offer a perfect backdrop for anyone to find their fit and create an interior that reflects their own personal sense of style.    

We asked Sheri three of her favorite picks to style the home:

Maker & Moss in Hayes Valley: This shop has a bright open and airy interior which is very inviting. I used to work in Hayes Valley and spend lunch breaks looking at their merchandise. Everything they sell is natural and handmade. I’m attracted to the earthy vibe which pairs really well with the design at Serif.

Paxton Gate in The Mission: I’ve been going to Paxton Gate since the 2000’s.  I love a good curiosities shop.  It has very off-beat, tongue-in-cheek interior décor with a lot of subtle conversation pieces (taxidermy mice dressed to the 9’s dancing with each other). I’m also a HUGE fans of terrariums and they have a large selection.

World Market: While it’s a large chain, I can’t help but purchase something for the home every time I’m here.  I am attracted to all things well-made with a bohemian feel. This is my go-to place for colorful throw-pillows that add a nice pop. 

“Nature inspires me.”

Describe your personal favorite design features and finishes offered at Serif:  The best parts of SERIF’s architecture are the shape of the massing filling an almost triangular block as well as the honeycomb textured façade. My favorite interior design features include the exposed concrete ceilings when mixed with rich, wide-plank warm greige hardwood floors. The two play off each other balancing nature with industrial. 

Bumblebee is an amazing functional and progressive product you’ll find at Serif. There is a strong trend for living in smaller dwellings in both urban and rural areas. Bumblebee gives people the ability to make their bed disappear into the ceiling making room for activities such as working out or entertaining. This really is a game-changer.    

Where business meets pleasure. Where cultures collide. Where everything is a little more…exciting. Welcome home to the heart of San Francisco’s newest renaissance. Schedule your model home tour soon by emailing or calling 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 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.