Welcome Inside Serif – Construction is Completed


Construction is now complete at Serif and six model homes are available to tour! With prices starting in the $500,000’s, Serif has seen strong interest from homebuyers with over 50 residences under contract since the sales gallery opened. With the building’s unique shape, each residence is available in several different sizes with perfectly placed windows to connect the building’s interiors to the surrounding Mid-Market area. Homebuyers are invited to find their fit among the 242 condominiums from studios, junior one-bedrooms and one- and two-bedroom residences ranging in size between approximately 450 to 1,200-square-feet. Functional and flexible floor plans include open kitchens and living spaces, while select floor plans feature flexible offices and dens. Buyers will also have the opportunity to upgrade their spaces with Bumblebee Spaces, which allows residents to maximize their space with a bed and storage that disappears into the ceiling to create space for a fully functional home office or additional flexible space.

Minimalistic and modern, with an eye toward the urban context, each residence at Serif is a blank canvas on which residents can impart their personal style. Serif is raw and industrial yet thoughtfully crafted – every detail is designed to complement the vibrancy of Mid-Market.

Decidedly modern with an urban flair, the interior design brings an artistic attitude to the residences by combining angular forms with raw materials and finishes, such as concrete, blackened steel, ceramic-and-stone tiles, wood and a palette that blends striking black and white background surfaces with highlights of warm, natural hues and finishes.

Located on the corner of Market and Turk, the dynamic 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.

With Serif being at the center of the renaissance now underway in San Francisco’s Mid-Market neighborhood, our goal is to reignite the area while staying connected to its rich history and culture,” said Joy Ou, managing partner to L37. “The Serif experience is bringing back the allure of Mid-Market by reawakening the theater, dining, retail and nightlife scenes that culminate into a thriving, interesting and inspiring place to live.”

Look West from the 8th floor which grants you a view of the turreted roof on the Golden Gate Theater. East from any floor offers up Salesforce Tower and Jukebox Marriott views. While North facing views from the 10th floor boasts the Transamerica Tower,” recommends Team Serif when speaking of views from the building.

Upon arrival, residents are welcomed into the lobby by a 24-hour attendant, polished concrete floors and white walls punctuated by a curated selection of artwork. Wood-veneered millwork and blackened steel adorn the reception desk and mailroom, while ceramic-and-stone tile walls feature geometric patterns that recall facets of the facade.

Serif sales team describes the architecture as “sculptural and dynamic” further describing some of their favorite architectural features incorporated into the design: “The undulating form means residents will almost never look into another residence. The bright white, textured facade takes cues from contemporary architecture, while the flatiron at Turk and Market recalls early 20th century San Francisco. Also noteworthy is the variety of window shapes and sizes, connecting the building’s interior with the surrounding area.”

“Polished concrete ceilings contrast with sculpted accents and the steel penumbra over the beer garden along Market Street is a beautiful work of art. There’s also a repeated reference to the hexagonal façade featured in the fitness center lighting and yoga wall storage units, and in the canopy over the Market and Turk St. entrances.”

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.

At Serif, home is only the half of it. The residential component in this mixed-use development is comprised of 242 condominiums which share 960 Market Street with The LINE Hotel, retail and dining experiences and the legendary Magic Theatre – all located in San Francisco’s eclectic Mid-Market neighborhood.

Serif also shares its space with the Magic Theatre and the effortlessly cool The LINE Hotel, a lifestyle hotel that is part of the Membership Collective Group portfolio, which includes Soho House. With locations in Los Angeles, Washington D.C. and Austin, the LINE is known for its exceptional mix of entertainment, programming and culinary experiences. Expected to open summer 2022, the 236-room hotel will feature a ground-floor bar and restaurant in addition to a rooftop bar with panoramic city views. The LINE’s design ethos draws from both past and future, incorporating the neighborhood’s complex history and embracing its vibrant evolution into twenty-first century San Francisco.

While the Turk side of the building will feature Alfred, a popular coffee shop that will open its third location with the LINE brand, the Market side will be home to a restaurant which includes a bar and outdoor dining space operated by the LINE. In addition to the non-profit Magic Theatre, Serif shares the space with several local businesses.

A confluence of the eclectic, Mid-Market is no longer filled with vacant storefronts, it’s where a new generation of restaurants and bars are cropping up alongside long-standing landmarks of the City’s theater, music and LGBTQ scenes. A short walk from the city’s best – Union Square, the Financial District, SoMa, the Tenderloin, Nob Hill – Serif truly is the middle of everywhere.

SoMa, the Tenderloin, Hayes Valley, Nob Hill, the Mission, Union Square, the Financial District—all are within a short walk of Serif, as are icons such as City Hall and the Ferry Building. Biking is also an option, with four bike-share docks within three blocks. For longer journeys, Powell Street Station, one block away, is a major stop for Bart, Muni, and one of the last remaining cable cars in the city. Numerous buses and the F Market streetcar also pass right in front of Serif.

Serif is located at 960 Market Street. To schedule a visit, book a private tour or to learn more, visit SerifSF.com or call 415-805-8896.