Rising 400-feet into the San Francisco skyline, Fifteen Fifty is situated in one of the City’s most central locations and poised to become an instant landmark. Offering 550 residences ranging in size from studios, one-, two-, and L37, formerly Group i, a San Francisco-based real estate development and management firm, has unveiled its vision for Serif - a new mixed-use development in San Francisco’s burgeoning Mid-Market neighborhood. Comprised of 242 condominium residences, Serif will also share its space with the sumptuously hip The LINE hotel, retail and dining experiences, and the legendary Magic Theatre. A collaboration between Bjarke Ingels Group, Handel Architects, IwamotoScott Architecture and Surfacedesign, Inc., Serif illustrates the revitalization of a rapidly changing section of Market Street. Comprised of studios, junior one-bedrooms, and one-and two-bedrooms, residences range from approximately 450 to 1,200 square feet with prices starting in the $500,000s. Minimalistic and modern, with an eye toward the urban context, the residences at Serif are raw and industrial yet thoughtfully crafted— every detail is designed to complement the energy and eclecticism of Mid-Market. Serif residents will also have private access to indoor and outdoor amenity spaces including a landscaped rooftop solarium equipped with a library and bar, not to mention a chef-grade kitchen for private events. Additional amenities include a fitness center with yoga room and stateof-the-art fitness equipment, pet spa, dog run and 24/7 attended lobby.

“We are excited to reignite a neighborhood rich with history and culture,” said Joy Ou, Managing Partner of L37. “Serif will hold something for everyone, from streamlined modern living spaces to eclectic dining and entertainment, offering a community gathering place in the heart of Mid-Market. We are excited to bring this vision to life and look forward to working collaboratively with the City as we introduce a highly-anticipated destination to the neighborhood.”

Located on the corner of Market and Turk Street, Serif bridges the dynamic and diverse Tenderloin neighborhood with the retail and commercial district of Market Street and Union Square, reimagining the architecture of Market Street circa 1905. The bright white, textured facade takes cues from contemporary architecture, while the flatiron at Turk and Market recalls early 20th century San Francisco.

Serif is home to The LINE, a lifestyle hotel created by Sydell Group, which is known for its exceptional mix of entertainment, programming and culinary experiences. The 236-room hotel design was led by Sydell with interiors by Sean Knibb. The hotel will feature a groundfloor bar and restaurant in addition to a rooftop bar with panoramic City views.

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.

Serif is located at 950 Market Street. Sales are slated to launch in Summer 2020 with completion anticipated for Q1 2021. Look again at For more information email david@isuca.