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French vintage store opens in downtown San Francisco through Vacant to Vibrant program

French vintage store opens in downtown San Francisco through Vacant to Vibrant program

Built World San Francisco, CA local

Elsie Green's pop-up at One Embarcadero Center is the latest test of a city program matching landlords with small businesses

Today: Elsie Green pop-up announced

Overview

Updated 1 hour ago

Laurie Cain Furber filled a 20-foot shipping container with vintage oak dressers and artisanal stoneware during a June buying trip through southern France. By the time it arrived in the U.S. in early October, she had signed a lease to open an outpost of her East Bay store, Elsie Green, in downtown San Francisco.

The shop opens Oct. 17 at One Embarcadero Center through Vacant to Vibrant, a city program run by the nonprofit SF New Deal that matches landlords with small businesses. Furber committed to three months with an option to extend. "It takes the fear out of taking the leap of opening a store," she said.

Why it matters

If Vacant to Vibrant keeps converting empty downtown storefronts into permanent businesses, San Francisco's retail vacancy problem could become a model for other cities.

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Key Indicators

30+
Small businesses placed by Vacant to Vibrant since 2023
Total businesses the program has shepherded into downtown spaces.
23
Businesses currently open
Of the 30+ placed, 23 are operating now.
10
Businesses with long-term leases
Pop-ups that converted to permanent tenants.
3 months
Initial lease term for Elsie Green
Furber's commitment at One Embarcadero Center, with option to extend.

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People Involved

Organizations Involved

Timeline

2023 October 2026

4 events Latest: Today
Tap a bar to jump to that date
  1. Elsie Green opens in downtown SF

    Upcoming Opening

    The three-month pop-up begins at One Embarcadero Center with an option to extend.

  2. Elsie Green pop-up announced

    Today Announcement

    Laurie Cain Furber will open her French vintage store at One Embarcadero Center on Oct. 17.

  3. Program expands to Inner Sunset

    Expansion

    SF New Deal brings the Vacant to Vibrant model to another San Francisco neighborhood.

  4. Vacant to Vibrant launches

    Program Launch

    SF New Deal starts matching landlords with small businesses for downtown pop-ups.

Scenarios

1

Elsie Green signs long-term lease, joins Devil's Teeth and Whack Donuts as permanent tenants

Likely Resolves by Jan 17, 2027

Discussed by: SF New Deal program data; BXP's stated preference for energizing the area

If the three-month pop-up draws enough foot traffic and sales, Furber extends her lease. The pattern is established: Devil's Teeth Bakery and Whack Donuts both converted from pop-ups to permanent tenants at Embarcadero Center. Furber says the trial will give her "the information I need to make a decision about whether having a city store is the right thing for me."

2

Vacant to Vibrant expands to more neighborhoods and cities

Likely Resolves by Q2 2027

Discussed by: SF New Deal fundraising efforts; Los Angeles copycat initiative

The program's success in downtown and the Inner Sunset attracts more funding. SF New Deal is already fundraising to expand to other neighborhoods. The Los Angeles copycat shows the model is replicable. More landlords may offer below-market rents to fill vacancies and energize their properties.

3

Program stalls as funding runs out or landlords return to market-rate demands

Unlikely Resolves by End of 2027

Discussed by: None explicitly; risk inherent in grant-funded programs

Vacant to Vibrant relies on funding and landlord cooperation. If the program's budget shrinks or BXP and other landlords decide the retail market has recovered enough to charge market rates, the pipeline of new pop-ups could dry up. The shift from launching nearly a dozen pop-ups at once to sporadic rollouts suggests the program is already managing fewer resources.

Historical Context

2 moments from history that rhyme with this story — and how they unfolded.

2020-2023

San Francisco's downtown retail vacancy crisis (2020-2023)

The pandemic emptied downtown San Francisco offices, and remote work kept them empty. Retail vacancies followed as foot traffic collapsed. Storefronts sat dark for years, and the city's downtown became a symbol of urban decline.

Then

Landlords slashed rents and offered concessions to attract any tenants.

Now

The crisis created the conditions for Vacant to Vibrant, which gave landlords a low-risk way to fill spaces with pop-ups.

Why this matters now

Vacant to Vibrant is a direct response to this vacancy crisis. The program's success depends on landlords like BXP continuing to prioritize activation over immediate revenue.

2010s

New York City's pop-up retail programs (2010s)

New York launched several initiatives to fill vacant storefronts with temporary businesses, including the NYC Storefront Improvement Program and various pop-up incubators. These programs provided grants and matched entrepreneurs with landlords.

Then

Some pop-ups became permanent businesses, but many closed when subsidies ended.

Now

The model showed that temporary activation can test a location's viability, but long-term success depends on the business itself.

Why this matters now

Vacant to Vibrant follows this playbook. The program's 10 long-term leases out of 30+ placements show a conversion rate that suggests the model can work, but the failures matter too.

Sources

(1)