At Serif, home begins with a front door, but it extends far beyond it. It’s morning light over Market Street. Rooftop conversations around the fire pit. The creative pulse of the neighborhood below. And for homeowner Dani, it’s also the opportunity to create a deeply personal space in the heart of San Francisco. As one of Serif’s earliest homeowners, Dani was drawn to the rare combination of new construction living and the unmistakable energy of Mid-Market, a neighborhood where the city feels alive at every hour.
“I wanted to be located in the hustle and bustle of the city, but in a new build. Being located on Market was a huge draw for me. When I first viewed Serif, much was still under construction, and that idea of getting to build a home from the ground up was exciting. The community aspect was also very appealing—the active relationships that the developer has with the surrounding neighborhood, as well as the shared spaces that foster a true sense of community among neighbors.”
Dani calls Serif’s -13 floor plan home, a thoughtfully designed one-bedroom residence that has become an evolving reflection of her personality and aesthetic. Rather than rushing to complete the space, she’s approached it with intention, allowing each piece to arrive naturally over time. The result is layered, eclectic, and distinctly her own—a home that feels curated rather than decorated. Inspired by celebrated designer Ken Fulk, Dani gravitates toward interiors rich with texture, art, and surprising details that reward a closer look.
Her approach to design is equally intentional:
“I’m drawn to many different design styles and have always said I eventually need a home with multiple living rooms to be able to accommodate all the different styles I like. I love a full room that juxtaposes art and wallpaper and furniture pieces that all have just some small detail that makes them unique. I’ve been obsessed with Ken Fulk for 20 years, and every space he creates is my ideal.”
That creativity shows up throughout the home, perhaps most notably in a hand-painted portrait of her dog KG that hangs above her desk—a detail that brings humor, warmth, and personality into her everyday routine.
“I still haven’t fully kitted out my space, even though it’s been a few years at this point. I’m extremely choosy and have an exact picture in my mind of the art I want to put up—but the catch is that in order to get exactly what I want, I have to create it. Only 1 of 4 paintings has been completed so far. It’s a painting of my dog KG, which I hung over my desk so that I can look up and have a laugh throughout the day.”
Another standout feature is her custom kitchen island, designed specifically for the space with both functionality and personality in mind:
“I also am obsessed with my kitchen island. I had it custom built to fit my exact specifications for size and storage, and I love the small pop of color it brings to the space.”
Beyond her residence, Dani has embraced the lifestyle and sense of connection that define Serif. Like many residents, she finds herself gravitating to the rooftop, one of the building’s signature gathering spaces overlooking the city skyline.
“The rooftop is definitely Serif’s most prized amenity. The solarium is so perfect both to work out of in the day and to use as a gathering or relaxing space in the evening. I can’t get enough of our fire pit, and the additional touch of having a dog area is extremely nice, and useful.”
But perhaps what surprised her most was the community itself. In a city often defined by movement and independence, Serif has fostered something increasingly rare: genuine neighborly connection.
“In such a short time, a true community has been built. Many owners are on a shared WhatsApp thread to discuss aspects of the building, help each other out if there are issues, and share about new restaurants and other nearby going-ons. I’ve become close friends with many neighbors, which I could not have expected. It’s such a good feeling to come home and have a built-in social community of people to hang out with if I’m in the mood. Our own units on the other hand – with the concrete walls and ceilings – do provide plenty of privacy too. I’m very well insulated from my neighbor’s noises, and it’s freeing to know I don’t have to take extra care to worry about whether I’m living too loudly.”
For Dani, Serif is more than a place to live—it’s a space to create, connect, and continue evolving alongside the city around her. Because at Serif, home is only the half of it.
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.
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.
Market Street Arts recently announced the arrival of San Francisco’s newest piece of public art in the heart of Mid-Market with SERIF and Timbri Hotel as its backdrop: Heartfullness by Katy Boynton.
On view daily through June 7, we invite you to visit Market Street at Turk & Mason, and showcase your love for San Francisco in a collaborative content event we’re calling #SFHasHeart
📍Market Street at Turk + Mason Streets in the heart of San Francisco 📷
Share your love stories with all of SF! 🤎 Capture ‘Heartfullness’ by artist @heartfull_katy with Serif as your backdrop and tell us all the reasons you love San Francisco. Tag @SerifSanFrancisco and @MarketStreetArts or invite us to collab, and be sure to use #SFHasHeart in your posts, stories, and Reels. Use your voice to share love for the city you call home or the city that holds a special place in your heart!
Express Yourself.
Upbeat, offbeat, marching to its own beat – this is San Francisco. Most cities welcome you. San Francisco embraces you.
What makes San Francisco have heart?
Share the first moment you fell in love with San Francisco.
Why it holds a place in your heart.
Why it will always be home.
Give a shout to your favorite places and people who are making our location in the heart of San Francisco – Mid-market, where SoMa meets the Tenderloin meets downtown – a thriving neighborhood.
Street cars. Rooftop nightcaps. Street art. Bustling streets with buskers. And that’s just our block. If San Francisco is the show, this is the green room.
The next chapter in San Francisco’s story is unfolding. And it’s happening right now.
Show some love for our neighborhood and follow @MarketStreetArts, @saluhallsf, @timbrihotel, @jonathancarvermoore, @theredtail, @therumpusroomsf, @beerhallsf, and @heartofsf on Instagram.
Heartfullness is a steel sculpture of a mended heart, embodying the strength of the human spirit. Every experience, every scar, tells a story of resilience and the enduring power of love. By embracing these experiences, we allow our hearts to heal and grow.
During the day, the rusted metallic surface catches the sunlight, a testament to the resilience of a heart that has weathered life’s challenges.
At night, the heart glows with a warm inner light, symbolizing the unyielding fire within us all. The cracks and imperfections transform into pathways for this radiant light to project outward. Just as the heart becomes a beacon of light, so too do we, when we embrace adversity and allow our own inner light to truly shine.
This deeply meaningful work was brought to Mid-Market and funded by the Mid-Market Foundation through Market Street Arts and Sijbrandij Foundation with support from Building 180.
Cover Photo by Alyse Panitz Photography, Courtesy Market Street Arts, see @alysepanitzphotography
Meet the latest perk of ownership when you make your move to Mid-Market’s own Serif condominium homes. When you live here, you will not only enjoy the full suite of onsite amenities in the heart of San Francisco but will also have access to The Serif Owners Club. The club offers Serif residents exclusive access to preferred reservations, pricing, and perks at the best experiences our neighborhood has to offer—including The Line Hotel and its food and beverage options, Alfred Coffee, local eateries, and more.
Enjoy access to these benefits:
The LINE San Francisco
Whether you’re looking for a modern hotel featuring four distinct dining experiences to host your visitors, a local spot for delicious eats, or coffee and cocktails nearby, The LINE SF has you covered with these perks:
• 20% off food and beverage from Sunday at 4pm through Wednesday
• 15% off hotel rooms
Cookery Skola at Saluhall
Just across the street from Serif in the new IKEA San Francisco building, in addition to shopping, co-working space and the incredible Saluhall dining hall, you’ll find a cooking school too.
The Cookery Skola at Saluhall is a unique cooking school offering hands-on classes and workshops that range from fundamental knife skills, to perfecting the twist in a cardamom swirl, to cooking seasonally. Whether you’re a kitchen pro looking to explore a new regional cuisine, or a beginner looking to build kitchen confidence, a world of culinary adventures awaits you.
• Serif Owners Club receive 15% off cooking classes at the Cookery Skola!
Studio Dental
Located just half a block from Serif, Studio Dental provides state-of-the-art dental care with hands-on service and transparent pricing, all from an award-winning office. As a Serif owner, enjoy this discount:
• New patients living in Serif can receive a free professional take-home whitening or a $1,000 off of Invisalign for qualifying patients
7th Avenue
Design your home with the stylish, functional furniture as featured here in Serif’s Residence 620 and receive:
• Serif Owners Club Members receive 10% off all furniture purchases
Now is the perfect time to make your move to the heart of San Francisco. Select homes at Serif feature new, incredible pricing worth taking a second look. Theater, art, retail, dining, nightlife—it’s all part of the Serif experience. And that’s to say nothing of the amenities. In addition to the many perks afforded to the Serif Owners Club, residents will also have access to the amenities at Serif from private dining and rooftop solarium to a state-of-the-art fitness center.