At Serif, every home tells a different story. For homeowners Andrew and Rachel, that story begins with a shared appreciation for thoughtful design, urban energy, and a home that keeps them connected to everything they love about San Francisco. Together with their dog Pepper, they found exactly that in their spacious one-bedroom residence overlooking Market Street—a home filled with morning light, city views, and a front-row seat to the energy of Mid-Market and San Francisco’s Theatre District.

Their residence is an expression of everything that drew them to Serif in the first place: award-winning architecture, contemporary design, and a location that places the best of San Francisco within easy reach. From their oversized windows, they enjoy one of their favorite daily rituals—settling onto the window ledge to watch the city unfold below.

“For us, there were quite a few factors that made Serif a great place. It’s super centrally located, so we have the option to get to work easily while also having access to some of the best restaurants and bars within walking distance. It’s very common for us to just go out on a stroll and find a new restaurant every week! Having BART access within a two-minute walk also makes it super easy to jump to any other neighborhood in the Bay Area. We are big fans of taking transit to get to other interesting places and visiting our friends.”

“We love good design, so the architecture of the building is such a joy to come home to every day. The exterior is an amazing contemporary nod to flatiron buildings, such as the Flatiron at Fourth and Market, and the interior units have a great flow, with amazingly large windows that make it easy to enjoy sun. We’ve seen so many parades on Market Street from our window!”

“The building has everything we need to live comfortably! The integration with the hotel and coffee shop makes it easy to start the morning with a great cup of coffee while having some additional third spaces to work from home. The rooftop is an excellent outdoor space with great views of the downtown skyline, and of course, having things such as a gym on-site, and a dog run, makes it easy for dog owners like ourselves.”

Andrew and Rachel’s home reflects an approach to design that is both intentional and joyful. While the architecture provides a clean, contemporary foundation, they’ve layered the space with color, personality, and pieces collected over time. Rather than rushing to fill every wall, they’ve embraced the idea that a home is something that evolves.

“We definitely have an appreciation for contemporary design. In our current iteration, we love pops of bold color to make things interesting. We try to avoid the washed-out millennial pale that tends to prevail in a lot of homes these days. Inside our home, you’ll find interesting pieces such as our iridescent coffee table. That said, we love the inherent design of the unit and wanted to respect its design principles, so we opted to continue with clean lines and clear shapes, mainly focusing on circles and rectangles.”

“In terms of materials, we’ve focused on neutrals that also align with the space, such as oak, solid black/white/grey, which allows our colored, accented possessions to really stand out. We are slowly building out a Gallery Wall with fun prints from artists we like. One of my favorite quirky prints is from a local artist. We stumbled upon an artist selling her prints on College Ave in Rockridge, and it’s a drawing of the cable car, but as a watermelon.”

Their growing gallery wall, playful artwork, and carefully selected furnishings create a residence that feels both sophisticated and deeply personal. Like the city itself, it’s a space filled with discovery, character, and unexpected moments.

While their residence serves as the backdrop for everyday life, some of Andrew and Rachel’s favorite moments happen upstairs. The rooftop has become an extension of home—a place for quiet reflection, sunset gatherings, grilling with friends, and enjoying San Francisco from a different perspective.

“We use the roof in so many different ways. We go to the corner of the building; we call it the pointy end, to do some meditation. We love to finish the day sitting by the fire pit enjoying the sunset and we use the grill on the roof to cook.”

“We also love to host our friends in the Serif Solarium. One of our favorite things is to have the solarium doors fully open on a nice, sunny day, enjoying a nice indoor-outdoor flow. We call it peak-California-living. The quality of the light filtering through the trees can’t be beat.”

Whether gathered around the kitchen island sharing a favorite mezcal, grilling on the rooftop, or enjoying a sunny afternoon in the solarium, they’ve embraced Serif’s ability to bring people together.

One of the biggest surprises for Andrew and Rachel hasn’t been the architecture, the views, or even the location, it’s been the community they’ve found here at Serif.

“We can confidently say that some of our neighbors are already friends. A lot of folks here are forward-thinking young professionals or students and older folks looking to retire or move back to the city. This creates such a lively, eclectic mix of people with such interesting backgrounds from cities, states, and countries near and far. We also have a great community of some of the cutest dogs in the neighborhood.”

It’s a sentiment we hear often from Serif homeowners. While the residences provide a beautiful place to live, it’s the connections, shared experiences, and community that make life here remarkably special.

For Andrew, Rachel, and Pepper, Serif is more than a home overlooking Market Street. It’s a place to create, entertain, connect, and experience San Francisco from the center of it all.

Because at Serif, home is only the half of it.

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

Discover your dream home at Serif in the heart of San Francisco and see what the buzz is all about. With eight homes sold last month, now is the time to check out our junior and one-bedroom homes with newly adjusted pricing and summer incentives. Street art. Local music. 7 am nightcaps. And that’s just our block. You too can call Serif home and enjoy a grand lifestyle all around. Surround yourself with art, history, and architecture before even decorating your home.

The allure of residences 421, 319 and 323 lies in their unique design elements. Each home has been planned to make the most of its space, with a large walk-in closet, spacious bathroom, and dedicated dining area. Fixtures and finishes, including exposed concrete, quartz white countertops, and matte black fixtures, complement the energy and eclecticism of Mid-Market.

Explore our three featured homes below and join us for a tour of the building. With the current pace of sales, we recommend reaching out soon! Serif sales team may be reached by emailing sales@serifsf.com or calling (415) 805-8896. View availability of additional newly reduced homes at Serif.

Located on the corner of Market and Turk, the award-winning architectural design of the 12-story building is the result of a collaboration between conceptual architect Bjarke Ingels Group of Denmark, architect of record Handel Architects of San Francisco and interior architect IwamotoScott, also of San Francisco. The result is unlike anything in the city – in form, in color, in style. The bright white, textured facade takes cues from contemporary architecture, while the flatiron at Turk and Market recalls early 20th century San Francisco.

Serif’s residents and their guests have exclusive access to a wealth of amenities. Chief among them is the landscaped rooftop solarium, which serves as both a co-working and entertainment space equipped with a library, bar, restaurant, a chef-grade kitchen for private events and indoor and outdoor spaces – where an airy lounge atmosphere complements bird’s eye views of the neighborhood. Other amenities include a state-of-the-art fitness center and yoga room, a pet spa, dog run and a bike parking and storage room equipped with controlled access.

Cover image: Jason O’Rear Photography

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.