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.
At Serif, every homeowner brings their own perspective to city living. For Riley, home is about balance—a place where the energy of San Francisco is always within reach, yet calm and comfort are never far away. Drawn to Serif’s unique combination of contemporary design, thoughtful amenities, and unbeatable location, she found a residence that supports both the pace and pause of everyday life.
Riley’s large junior one-bedroom overlooks Turk Street and fills with warm afternoon sunlight. One of her favorite features is the frosted sliding glass door that separates the sleeping area from the main living space, creating flexibility, privacy, and a sense of flow. Stylish, functional, and beautifully designed, the residence reflects the same effortless aesthetic that Riley brings to everything she does.
For Riley, Serif offered something increasingly rare: the ability to live in the center of San Francisco while maintaining a sense of retreat.
“Choosing Serif felt like the best of both worlds. I really value being able to walk to work and stay connected to such a vibrant part of the city, while still having a space that feels calm and removed when I come home. It brings a sense of balance to everyday life that I truly appreciate.”
That balance defines her experience at Serif. Outside her front door are theaters, music venues, museums, galleries, restaurants, cafés, and the energy of Market Street. Inside, her residence offers a quiet sanctuary above it all, filled with natural light and thoughtful design.
It’s a lifestyle that makes it easy to embrace the best of city living while always having a place to recharge.
Riley’s design style is warm, understated, and deeply connected to the architecture of the home itself. Rather than competing with the clean lines and contemporary materials of her residence, she uses furnishings and finishes that complement them.
“My design style is natural and clean, with a focus on warm, inviting elements. I gravitate toward beige tones, wood textures, and subtle contrasts like black and white accents. This approach allows the unit’s built-in features, like concrete and wood, to really shine. I especially love the kitchen area, as it’s where I spend a lot of time cooking and unwinding. Its clean, simple design makes it feel both functional and beautiful. It naturally becomes the focal point of the space.”
Cooking is one of Riley’s favorite ways to relax, making the kitchen a natural centerpiece of her home. The thoughtful layout and contemporary finishes create a space that’s equally suited to preparing a quiet weeknight dinner or gathering with friends. Just across the street, Cookery Skola at 945 Market offers year-round cooking and baking classes, making it easy to continue exploring new recipes and culinary techniques close to home.
Like many great homes, Riley’s residence feels collected rather than decorated—a reflection of her personality, lifestyle, and appreciation for natural materials.
When she’s not enjoying her residence, Riley can often be found upstairs. The rooftop and solarium have become some of her favorite places in the building, offering a completely different perspective on city living.
“The rooftop is easily my favorite amenity because it acts as a serene escape above the energy of the city. With sweeping skyline views and a calm, elevated atmosphere, it strikes the perfect balance between vibrant and relaxing. It’s my go-to spot to unwind solo or spend time with friends.”
It’s a sentiment shared by many Serif homeowners. From morning coffee in the solarium to sunset conversations around the fire pit, the rooftop serves as both a retreat and a gathering place. Perched above Market Street, it offers a rare opportunity to enjoy the city from a quieter vantage point while remaining connected to everything happening below.
One of the unique aspects of life at Serif is the seamless connection to Timbri Hotel, creating an experience that extends beyond the building itself.
“One of my favorite hidden perks is the partnership between Serif and Timbri Hotel. Being so close to their rooftop bar and restaurant, Rise Over Run, and receiving a resident discount makes it feel like an extension of home. It’s such a treat to have that elevated experience just steps away.”
Whether it’s meeting friends for cocktails at Rise Over Run, enjoying skyline views from the rooftop, or simply returning home to a residence that feels both stylish and serene, Riley has found a lifestyle that embodies what makes Serif special.
For her, the experience isn’t defined by a single feature, amenity, or location. It’s the combination of thoughtful design, meaningful conveniences, and everyday moments that come together to create something more.
Because at Serif, home is only the half of it.
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.
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
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
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.