Mayor Lurie Celebrates Launch of Off the Grid’s New Vacant to Vibrant Holiday Pop-Up in Union Square, Exceeding “Heart of the City” Goal

SAN FRANCISCO – Mayor Daniel Lurie today celebrated the grand opening of Off the Grid’s new holiday market in Union Square, the latest Vacant to Vibrant pop-up to open under his Heart of the City plan. With this opening, Mayor Lurie has surpassed his goal of activating at least five new storefronts in the city’s commercial core within the first 100 days of the executive directive, helping to reinvigorate Union Square as San Francisco’s iconic shopping district.

This latest storefront marks another milestone in Mayor Lurie’s efforts to drive San Francisco’s economic recovery and builds on the successful launches of Fibers of Being, The Best Bookstore, The Wild Fox, TIAT and Dandelion Chocolate. In September, the mayor unveiled his “Heart of the City” plan, with more than $50 million committed to the Downtown Development Corporation to foster a downtown where people live, work, play, and learn. Early in his administration, the mayor launched the San Francisco Police Department Hospitality Zone Task Force to revitalize critical commercial districts and improve public safety. Now, crime is down nearly 30% citywide and more than 40% in Union Square and the Financial District, more downtown office space is being leased, Union Square retail vacancy is dropping, and workers are returning to the office more quickly in San Francisco than in any other major city.

“Through our Heart of the City plan, our administration is accelerating San Francisco’s downtown recovery by prioritizing safe and clean streets, supporting small businesses, and activating our public spaces,” said Mayor Lurie. “Now, we're delivering on our promise, and I'm thrilled to see these new Vacant to Vibrant storefronts opening up downtown. My administration will continue to set the conditions for our success, so we can draw residents and visitors back to our downtown—because when downtown does better, our entire city does better.”

“Off the Grid has had the privilege to work around Union Square over many holiday seasons in the past. We’re thrilled to return with something entirely new for our first pop-up,” said Matt Cohen, Founder of Off the Grid. “This 30,000-square-foot brick-and-mortar space gives us an exciting opportunity to experiment by blending experiential art with music, design, and, of course, food. We see Union Square as the next evolution of Off the Grid: immersive, art-driven, shared spaces that reimagine what vibrant community look like in the heart of San Francisco.”
New Vacant to Vibrant pop-ups include:

• Off the Grid, transforming the former Uniqlo storefront in 111 Powell Street near Union Square into its first-ever brick-and-mortar pop-up, a festive holiday market that brings together food, art, and music to create an immersive community experience
• The Best Bookstore, which opened on Black Friday at 226 Powell Street and is an extension of the beloved eponymous shop in Palm Springs founded by longtime tech writers and authors Paul Bradley Carr and Sarah Lacy
• Fibers of Being, a San Francisco–based clothing store known for expressive, inclusive fashion apparel, which opened its second location at 645 Market Street on November 26, 2025
• TIAT (The Intersection of Art and Technology), an arts and technology space at 151 Powell Street, which hosting over 2,500 visitors across 54 events in its first 62 days in Downtown San Francisco
• The Wild Fox, a new café concept from the acclaimed Bay Area-based SPRO Coffee Lab team that debuted on November 12 at 123 Battery Street in the Financial District
• Dandelion Chocolate, the Mission-based chocolate-maker, which exceeded its monthly sales projections within a few days of opening its new location at 167 Powell Street and has sold 4,500 chocolate bars to-date

“Off the Grid's holiday market is arriving at just the right time in Union Square as the neighborhood pulses with activity,” said District 3 Supervisor Danny Sauter. “Whether you're visiting to shop, skate at the ice rink, or take your family to see the spectacular tree, there will be incredible food and drinks waiting for you at Off the Grid's new space. This creative partnership with Vacant to Vibrant is just another sign of the energy and momentum that is building in Union Square.”

Vacant to Vibrant, a partnership between the Office of Economic and Workforce Development (OEWD) and nonprofit SF New Deal, will have activated 27 storefronts across downtown San Francisco since the program launched in 2023, transforming empty storefronts into thriving local businesses and cultural destinations. More than half of the eligible storefront pop-ups have since signed long-term leases. This year alone, Union Square has welcomed 21 new storefronts including Vacant to Vibrant locations.

“This wave of business openings provides the proof that Mayor Lurie’s clean and safe initiatives are succeeding in drawing businesses and foot traffic back to Union Square,” said Anne Taupier, OEWD Executive Director. “The Vacant to Vibrant pop-ups are reenergizing Union Square, transforming it into a dynamic commercial corridor that feels as inviting and diverse as a neighborhood main street but with the added convenience of having the larger retailers located nearby. You can truly get something for everyone on your holiday list in Union Square.”

“SF New Deal’s work to revitalize downtown San Francisco is rooted in the belief that small businesses are the driving force behind the city’s recovery,” said Simon Bertrang, Executive Director of SF New Deal. “Vacant to Vibrant has launched a new generation of small businesses downtown, from retail storefronts to fan-favorite food spots and art galleries, drawing people back to the heart of the city and helping shape a new future for downtown. What you’re seeing across Union Square and the larger downtown core today is the community’s vision taking shape—one small business storefront at a time.”
Earlier this year, the city welcomed Craftivity, Al Pastor Papi, Taylor Jay, and Nooworks—each contributing to the growing momentum happening downtown in Union Square and the Financial District.

“Union Square has long been a place where people come together, and TIAT is honored to contribute to its next chapter,” said Ash Herr, TIAT Founder. “This space will allow us to keep experimenting and building community at the intersection of art and technology.”

“Finally opening in downtown San Francisco feels like a dream coming full circle. The Wild Fox has always been about sparking moments of curiosity and comfort, and there’s no better place to share that than right in the heart of the city,” said Liza Otanes and Rich Lee, Co-Owners of The Wild Fox. “None of this would be possible without the incredible support and enthusiasm we’ve felt—from our guests and fans to the Vacant to Vibrant team and the Mayor’s Office. It’s inspiring to see so many people fighting every day to make San Francisco the best city in the world. To be part of that movement, and to add our own small spark with The Wild Fox, is something truly special.”  

“Expanding into downtown with Vacant to Vibrant is a powerful moment for Fibers of Being. Our mission has always been to create a welcoming, expressive space for all people through fashion, and bringing that vision to Market Street means showing up with pride in the heart of the city,” said Elizabeth Stewart, Founder of Fibers of Being. “We’re grateful to be part of a movement that’s redefining what San Francisco looks and feels like, one storefront at a time.”