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.
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
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.
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 Residence 523, our latest one-bedroom model home, featuring bright west-facing views from both the living room and bedroom, where a striking mural adds artistic flair. The interior blends angular forms with raw materials like concrete and wood, softened by warm, natural hues for a modern yet inviting aesthetic.
Nestled in the heart of San Francisco’s Mid-Market neighborhood, Serif is seamlessly connected to the vibrant Timbri Hotel and offers an array of retail and dining experiences. With theaters, galleries, shopping, top-tier restaurants, and dynamic nightlife nearby, Serif places residents at the center of San Francisco’s most exciting cultural scene.
Residence 523 is offered at $529,000.
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
This year, Serif proudly welcomed over 25 new homeowners, and we can’t wait to welcome you next.
As San Francisco segues into the holiday season, Serif’s neighborhood transforms into a hub of festive activities. Located in the heart of Market Street, our residents enjoy access to theaters, art galleries, retail shops, dining, and night life. For quieter evenings, Serif provides the perfect retreat, featuring a full-service building with amenities such as a fitness center, a residents’ lounge, and a breathtaking rooftop.
NEW YEAR – NEW PRICING
We are excited to showcase select residences now available at newly reduced prices, ranging from $398,000 to $899,000. Options include studios, 1-bedrooms, 1-bedrooms plus den, and 2-bedroom homes designed to suit a variety of lifestyles.
From all of us at Serif, we wish you a joyful holiday season and look forward to welcoming you to your new home.
VIEW ALL REDUCED HOMES AND TAKE VIRTUAL TOURS HERE.
Ready to make your dream home a reality? With interest rates dropping, now’s the perfect time to check out some of Serif’s Featured Residences and find your home in the heart of San Francisco steps from The Warfield, the Orpheum Theatre, Golden Gate Theatre, IKEA San Francisco, Saluhall Market, Cookery Skola , all the amenities of the LINE Hotel San Francisco and so much more.
Life at Serif San Francisco is boredom proof.
Explore new pricing on select homes and take a virtual tour by visiting here.
TOUR JUNIOR ONE-BEDROOM, ONE-BATH RESIDENCE 417
Residence 417 is a light-filled, large Junior one-bedroom home featuring ~504 sq. ft. The interiors showcase a luxurious, modern bathroom, a large walk-in closet, and upgraded fixtures and finishes, including beautiful hardwood flooring, a generous kitchen island and sliding glass doors between your living and sleeping spaces, providing the ultimate in privacy.
Clean and modern, with finishes using wood, exposed concrete and striking white countertops, the aesthetic is decidedly simple and urban.
Priced at $498,000.
TOUR TWO-BEDROOM, TWO-BATH RESIDENCE 509
Step into this bright two-bedroom, two-bathroom home, offering -970 sq. ft. of sleek minimalist design. Picture yourself in an open-concept living, dining, and kitchen space, complete with top-of-the-line Miele appliances, elegant quartz countertops, and chic high-gloss cabinetry—all set against stunning hardwood floors. Plus, oversized windows flood the space with natural light in every room, giving you unbeatable views of the vibrant culture outside your door.
Residence 509 is priced at $985,000.
Call (415) 805-8896 or email sales@serifsf.com to view this move-in ready home.
Serif is a full-service building sharing its footprint with the LINE Hotel SF. Serif enjoys multiple amenities, including a 24-hour attended lobby, fitness center, residents’ lounge, and breathtaking rooftop. Its vibrant Mid-Market location at 960 Market Street provides walkable activities, including theater, art, retail, dining, and nightlife. With its prime location in the heart of San Francisco, you’ll have access to whatever cultural passion you wish to pursue.
Photo credits: @openhomesphotography