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Downtown Gateway

Robert Frost Plaza, a central but currently unremarkable downtown transit hub, holds untapped potential as a catalyst in downtown’s re-imagination. With support from the Mayor’s Office, DSFP is transforming this space to a celebratory gateway experience by adding an iconic sign, public seating, and way-finding signage to elevate the arrival experience for residents and visitors alike.

Key partners include Market Street Railway, San Francisco Municipal Transportation Agency (SFMTA), San Francisco Office of Economic and Workforce Development (OEWD), San Francisco Planning, and San Francisco Public Works.

Rendering of Downtown Gateway Iconic Instagrammable Sign

Project Elements and Impact

  • Iconic Sign
    • An iconic, "Instagrammable" sign that frames a photo opportunity moment for people entering Downtown San Francisco
  • Modular Seating
    • Two groupings of modular seats, tiered across from the Cable Car that allow pedestrians to stop, rest, and engage with each other and the surroundings.
  • Cable Car Signage
    • 15 Informative Plaques along the boarding area of the Cable Car. These detail the history of San Francisco's Cable Cars through historic images and informational narrative.
Rendering of Downtown Gateway Cable Car Signage and Modular Seating

Overall Impact

DSFP proposes physical improvements that promotes the public realm at a pedestrian paradise, that celebrates downtown history, and that re-energizes the City from the ground up.