The Transamerica Pyramid was always important but rarely interesting, until now.
On a parky Thursday Nox , an opening political party direct tentacle of lines all over downtownSan Franciscoand intoChinatownand North Beach . The queued - up guest were clamoring for a new experience , but they were n’t channelise to a new club orbar . They were all waiting to get into theTransamerica Pyramid , a building that , until now , was merely a background image .
The William Pereira - design Transamerica building has been an iconic part of the city since its completion in 1972 — but as an billet building , it was n’t really feasible for the mean San Franciscan or tourist to do more than attend at it . With an exciting rebrand , though , it ’s draw a bead on to become San Francisco ’s most in demand ethnic terminus , building out its culinary street credibility and entice young tenants .
“ The Transamerica Pyramid center occupies perhaps the most important auction block in San Francisco , ” tell Michael Shvo , whose eponymous luxury real estate of the realm troupe buy the Pyramid four years ago with the intention to redefine and transform it . “ We wanted to check that it ’s not only the most photographed construction on the West Coast , but it ’s also the most chew the fat one , ” he say , adding that one of the biggest interrogative surrounding the purchase and renovation has been “ What is secret , and what is public ? ”
This is not your mother’s Transamerica Pyramid.|Flickr/Bernard Spragg
To realise the project ’s premise , it ’s proficient to look at the Pyramid as both of those . Inside , there is a pristine hall with a coffee shop by the local roasterySightglass Coffee , a flower computer storage , and a rack of architecture and invention books for sales agreement . Outdoors , there ’s urban green space with comfy nooks , a spring , mesa tennis , and telling redwood trees , punctuated by beast carving by the French duo Les Lalanne .
“ When I learn about the refurbishment , it really intrigued me , ” saysAndrew De Los Santos , a San Francisco - ground content creator who focuses on local polish and food . De Los Santos visited the Pyramid two years ago for a individual showing during Fleet Week , remembering “ a building that was very low-toned - key and not very pretty . ” This month , having seen the Pyramid ’s new coffee store on someone else ’s Instagram , De Los Santos revisit the building and was pleasantly surprised . “ The quad is clean-living , safe , and beautiful , ” he says . “ I sleep with how modern it feels — it ’s altogether different now . ”
The Pyramid is wedged between several interesting neighborhoods : Chinatown , with its latterly awakenedNight Marketsprogram ; North Beach , the historical home base of the Beat Generation ; and the FiDi , which has been struggling to recoil back since the pandemic but comes alive when tech conference cloud the city . In such a central locating , it only makes sensory faculty for the Pyramid to place for a prime spot in public conversation .
Photo courtesy of SHVO
“ The imagination is going wild , ” says Umberto Gibin , co - owner and General Manager ofPerbacco , a popular Italian restaurant about a seven minute of arc pass from the Pyramid . Gibin forebode an increase in foot dealings from the park , and he project to recommend the green space to tourer who frequent Perbacco . “ Anything of timbre and beaut will bring people around , ” he says .
While it ’s already ring by cafes and eating place , the Pyramid will also have its own spots . Cafe Sebastian , a casual cafe with osseous tissue - stock – infused coffee , and a restaurant called Ama , have Itameshi culinary art , both by Michelin - admit Miami chef Bradley Kilgore , will open up in November . And soonVerjus , one of the city ’s most beloved and hail wine bars , will reopen on the parking lot ’s border .
“ The restoration makes an endeavor to redefine what it imply to ferment downtown and employment in person , ” say Andrei Hakhovich , a localarchitect , pedagogue , and curator who of late visited the Pyramid ’s lobby and the park . “ The inflammation at night add this iconic optical beacon , which is moderately awesome , ” he says .
Photo courtesy of SHVO
While the Pyramid place to attract the general public , for those inside , commercial-grade rent in the building has doubled , and in some cases tripled , since the redevelopment . to pull companies that can afford that rent , like new tenants Blockchain Capital and NextAxiom , the Pyramid now lures employee with a gymnasium and steam way , a sprawling lounge , and a bar . All of these newfangled spaces boast vast metropolis views , and they ’re only accessible to tenants and their guests .
“ We created a lieu for hoi polloi to congregate and a study to congregate around , ” Shvo say . “ I ’m sure the office workers would favor to cultivate at a place where there ’s life , rather than a ghost Ithiel Town . ”
Shvo muster in the services of noted architecture firm Foster + Partners to make everything more welcoming . The entrance hall and the couch are both fit with low seating area and a reserved , earth - toned color palette , while the park declare oneself walkways and slew of nook for a lunch break . wreak on Jen Yeager as Director of Cultural Programming was another cardinal move . Before join SHVO , Yeager was an events director at the high - goal coworking quad SHACK15 and also curated the happenings at Saint Joseph ’s Arts Foundation , an challenging urban undertaking by wiz designer Ken Fulk .
Photo courtesy of SHVO
Yeager ’s programing will feature a mix of exclusive and approachable events . This month the Pyramid will become one of the venues for TED AI , a multi - day affair that costs $ 1,600 and up to serve . On the opposite side of the spectrum , every Thursday and Sunday , the sequoia park will host live medicine by local performing artist .
For San Franciscans , contemplation on the metropolis ’s scene — its hipness , its gravitas , its exercising weight and influence on a national and international leg — is build in . Every now and then , a raw home emerges that makes the city feel peculiarly alive and on - trend . Could the Transamerica Pyramid be the next hotspot ? According to Shvo , the Pyramid is destined for a high purpose . “ At the end of the 24-hour interval , it ’s about making people felicitous , ” he says .
The word - of - backtalk hoopla machine that accompanies significant new openings is already rev up . “ They have not only the distance but also the buzz , ” pronounce De Los Santos , who hear about the opening political party from multiple people in his orbit . “ The distance feels so alive and activated now , ” add up Hakhovich , “ it was long delinquent . ”
