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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.

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.

The next chapter in San Francisco’s story is unfolding, and it’s happening right here. The heart of the City is getting a makeover. The Civic Center Public Realm Plan recasts the plaza as a larger, tree-encircled space, connected to Market Street via a long park. Civic Center’s public realm will be designed as a flexible place that welcomes daily life, with diverse activities over the course of the day and evening, weekdays and weekends. The plan also calls for a bike and pedestrian-friendly redesign of surrounding streets. It’ll all unfolding steps from SERIF.

The Civic Center Public Realm Plan will create a unified vision for long-term improvements to Civic Center’s plazas, streets, and other public spaces. Civic Center shares the details on the released plans:

Civic Center Plaza grants garden rooms framing new lawns and the playgrounds create a lively, verdant frame for a large gathering space centered on City Hall. Throw in a mirror fountain and you have the perfect place to reflect.

Fulton Mall features lawn terraces between the Library and the Asian Art Museum, framed by benches and places to sit in sun or shade. New pavilions and seating on the Library terrace create a quiet place.

Leavenworth Street will be transformed to a neighborhood park with a dog park, fitness park, community message board, and game tables. Dramatic lighting and special paving serves as a welcome mat that connects the Tenderloin to Civic Center’s public spaces.

UN Plaza will include an adaptation of the existing fountain. A civic promenade from Market Street to City Hall is a space for commemoration of the UN Charter, the history of Civic Center, and of local/neighborhood heroes. New places to eat and recreate on Leavenworth St and at BART add vitality at the plaza’s edges.

The War Memorial Gateway plaza concept includes a gracious western entry into the War Memorial Complex and Historic Civic Center District by regrading and repaving the existing pathways and roadways to create a flexible use plaza that forms a beautiful civic gateway between Hayes Valley and the War Memorial Complex.

Self-expression is not limited to public spaces. SERIF. Find your kind.

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Welcome to our new blog for SERIF, where you’ll be right at home with everything San Francisco has to offer. Street art. Local music. 7 am nightcaps. And that’s just our block. Boredom free, we’re connected to the beating heart of the City. Artistic, cultural, fun – SERIF is a reflection of San Francisco. It’s our natural habitat – our backyard. We plan to bring you the inside scoop on what’s happening at 960 Market, Mid-Market and the surrounding neighborhoods, plus the City of San Francisco.

We’re going behind-the-scenes to share the stories behind the design of Serif – meet our team of placemakers and get to know some of our favorite spots in the neighborhood to make the most of the lifestyle. Find a curated list of local happenings, read about our latest milestone, discover a new neighborhood destination, dig deeper into our amenities or the art, architecture and culture that makes our neighborhood one of a kind. Trends come and go, San Francisco is forever. The next chapter in San Francisco is unfolding. And it’s happening right now. The thriving energy of Mid-Market is just getting started, join us for the latest milestones in the making.

Most cities welcome you. San Francisco embraces you. Find your kind at Serif.

Watch our story unfold. Home is only the half of it. Residences, retail, hospitality and more are on the way. Help us showcase some love for the city we call home by sharing your urban love story in photos, tag us on Instagram @SerifSanFrancisco #SerifSF. Check back often for the latest news and updates.

Your friends at SERIF