Mayor Lurie Welcomes New Businesses To Downtown San Francisco

SAN FRANCISCO – Mayor Daniel Lurie today welcomed three new Vacant to Vibrant pop-ups to downtown San Francisco. The city welcomes ZastaStudio to Market Street, Elaichi Co. to Yerba Buena, and Charmed in SF to Three Embarcadero Center. The openings come as the Vacant to Vibrant program celebrates its third anniversary and more than 30 unique storefronts activated across San Francisco.  

The new storefronts build on Mayor Lurie’s efforts to accelerate San Francisco’s economic recovery. Last September, the mayor unveiled his “Heart of the City” executive directive, with more than $60 million committed to the Downtown Development Corporation to foster a downtown where people live, work, play, and learn. Since September, the mayor has welcomed eleven new Vacant to Vibrant pop-ups to downtown San Francisco. Retail stores are coming back to Union Square—with the mayor recently celebrating the RealReal, the return of AT&T to the neighborhood and Nintendo opening a flagship store. Since the mayor took office, crime is down 40% in Union Square and the Financial District, state legislation authorized the release of 20 new liquor licenses to support nightlife, office leasing has surged 66.7%, and San Francisco now leads major U.S. cities in return-to-office rates. In February, the mayor announced that Biederman Redevelopment Ventures would continue its work transforming Union Square into an active public space through daily programming and amenities—bringing energy back to downtown.

“San Francisco’s small businesses are helping drive our downtown comeback. Through our Heart of the City plan, we’re accelerating our recovery by supporting them,” said Mayor Lurie. “Our administration is working to create the conditions for downtown to succeed, and I’m excited to welcome these three businesses to San Francisco.”

“Elaichi Co. and ZastaStudio are exactly the kind of locally rooted, creative businesses we want to see in District 6,” said District 6 Supervisor Matt Dorsey. “They bring energy, culture, and a strong sense of community to our neighborhoods, and their openings are a great example of how programs like Vacant to Vibrant are helping turn empty storefronts into spaces people are excited to visit again. I look forward to seeing them thrive.”

“These new openings, empowered by the Vacant to Vibrant program, mean that more creativity and excitement are on their way to downtown San Francisco,” said District 3 Supervisor Danny Sauter. “Vacant to Vibrant has been such a success because it allows San Francisco's best asset, its people, to overcome barriers to unleash their entrepreneurial dream and bring their talent directly to people in new retail spaces across our city.” 

Vacant to Vibrant, a partnership between the Office of Economic and Workforce Development (OEWD) and SF New Deal, continues to expand its impact across San Francisco. With the addition of ZastaStudio, Elaichi Co., and Charmed in SF, the program has activated more than 30 unique storefronts, transforming vacant spaces into vibrant destinations for retail, hospitality, culture, and community. Last year, Union Square welcomed 21 new storefronts and Yerba Buena saw 23 openings, including Vacant to Vibrant locations.  

New Vacant to Vibrant storefronts include:  

• ZastaStudio – Founded in 2019 by Pankaj Arya, ZastaStudio is a San Francisco-based fashion brand rooted in sustainability, textile reuse, and bold design. Its new storefront inside the landmark Palace Hotel at 643 Market Street brings its creative, environmentally conscious approach to fashion into the heart of downtown. An opening celebration is scheduled for Friday, April 24, with a grand opening to follow the next weekend.

• Elaichi Co. – The Berkeley-based, chai-centered café owned by husband-and-wife duo Muhammad “Mojo” Joyo and Zainab Joyo, known for tea-forward blends and community-focused spaces, will open its second location in Yerba Buena at 360 Third Street. A grand opening is scheduled for Saturday, April 25. 

• Charmed in SF – Founded by Bay Area native Alicia Marazzani, the female-owned brand offers a playful, hands-on charm and bracelet building experience where shoppers can create one-of-a-kind pieces using vintage Italian links and more than 1,000 unique charms. The new location at 3 Embarcadero Center serves as a gathering space for workshops, special events, and community programming. Doors are now open to the general public.

“Opening our first storefront in the heart of downtown San Francisco is a dream come true for ZastaStudio,” said Pankaj Arya, Co-Founder of ZastaStudio. “From day one, our mission has been to show that fashion can be expressive, sustainable, and responsible all at once. Joining Vacant to Vibrant feels especially meaningful because we share a similar belief in transformation—turning what might otherwise be overlooked or forgotten into something purposeful, beautiful, and full of new life.”

“As a small business born and bred in the Bay Area, opening Elaichi Co. in downtown San Francisco feels both surreal and deeply special,” said Muhammad “Mojo” Joyo, Co-Owner of Elaichi Co. “Berkeley is where our journey began, and expanding into San Francisco is a meaningful milestone for us. We’re excited to bring our chai-centered café experience to a new community and to be part of the growing energy and momentum downtown.”

“Opening Charmed in SF in downtown San Francisco feels incredibly special, having grown up in the Bay Area,” said Alicia Marazzani, Founder and Owner of Charmed in SF. “What started as a nostalgic idea inspired by vintage Italian charm bracelets has grown into something much bigger: a welcoming and inclusive space for creativity, connection, and self-expression. I’m so excited to open our doors and give visitors a chance to build something personal, playful, and uniquely their own.”

“For more than 150 years, the Palace Hotel has stood as a cornerstone of San Francisco’s history and spirit. As we welcome ZastaStudio and other ‘Vacant to Vibrant’ partners into our retail space, we are not only revitalizing a treasured part of our hotel—we are continuing a legacy,” said Angie Clifton, General Manager at the Palace Hotel. “Just as the Pied Piper mural was commissioned to inspire hope and celebrate San Francisco in the aftermath of 1906, these new partnerships reflect our ongoing commitment to supporting local businesses and fueling downtown revitalization. By breathing new life into historic spaces, we connect our guests and community to the creativity and resilience that shape San Francisco today.”

“The momentum of new experiences is energizing the downtown Yerba Buena neighborhood,” said Scott Rowitz, Executive Director of the Yerba Buena Partnership. “The influx of locally-owned cafes and restaurants and fashion brands is a perfect complement to our arts, cultural and convention foundation. All of this, combined with ongoing street festivals, brings thousands of people downtown day and night. With the support of the mayor, the Office of Economic and Workforce Development and other partners, the neighborhood is bustling.”

“Bringing Charmed in SF to Embarcadero Center reflects our continued commitment to curating dynamic, experience-driven retail that resonates with the community,” said Christine Yuen, Senior Vice President of Leasing at BXP. “Supporting small businesses and strengthening our local community are core priorities for BXP, allowing us to activate our spaces in meaningful ways and contribute to the broader momentum and revitalization of downtown San Francisco.”

“We are thrilled to celebrate these three new openings, which reflect a more diverse and dynamic retail and hospitality landscape that is advancing our goal of transforming downtown into a more vibrant neighborhood where people want to live, work, play, and learn,” said Anne Taupier, OEWD Executive Director. “We’re proud to invest in our local entrepreneurs and support their path to long-term success in downtown.”

“As Vacant to Vibrant marks its three-year anniversary, these new openings reflect just how far the program has come—and the kind of momentum that’s possible when San Francisco invests in local entrepreneurs, creative ideas, and community-rooted small businesses,” said Simon Bertrang, Executive Director of SF New Deal. “What began as an effort to reimagine vacant storefronts downtown has grown into a nationwide model for urban revitalization while helping bring new energy, culture, and commerce to San Francisco. Welcoming locally-owned businesses like ZastaStudio, Charmed in SF, and Elaichi Co. into the program is a powerful reminder that small businesses are helping lead the city’s comeback.”