The San Francisco Recovery Fund has added BXP and JLL to the multidisciplinary team guiding Fifty at First, a planned office tower at First and Mission streets in downtown San Francisco. The project is envisioned as a 915-foot, 1,500,000-square-foot tower that, once completed, is expected to become the second tallest building in the city.
BXP has been retained as a consultant on multiple aspects of the project, including development strategy, leasing, and marketing. The firm will work alongside the broader project team as the tower advances through planning and into future implementation phases. Its role is intended to support both the physical execution of the building and the positioning of the asset within the downtown office market.
JLL has been named the exclusive office leasing agent for Fifty at First. The brokerage will be responsible for marketing the building's office space to prospective tenants and managing leasing efforts as the project moves forward. The appointment underscores the intent to engage a major leasing platform to help attract users to the large-scale downtown development.
Rod Diehl, executive vice president for West Coast Regions at BXP, described the assignment as an opportunity to participate in the evolution of downtown San Francisco. He highlighted the site's location at First and Mission, the project's design ambitions, and its stated goal of providing a forward-looking workplace environment. Diehl also suggested the building could become a prominent feature of the city's skyline and a draw for innovative companies.
The design and planning effort for Fifty at First is being led by Gensler. The architecture firm is joined by several specialized collaborators, including Field Operations, which is focused on land, landscape, and the public realm, and Magnusson Klemencic Associates, which is providing structural engineering services. MEYERS+ ENGINEERS is responsible for mechanical, electrical, and plumbing engineering.
Branding for the project is being handled by Goodby Silverstein & Partners. In addition, SFMOMA is involved as an art advisor, having offered recommendations for the building's public art program. That element is intended to shape how art is integrated into the project's shared spaces and public-facing areas.
Taken together, the addition of BXP and JLL and the presence of a large, design-focused consultant team signal an effort to position Fifty at First as a significant new office asset in downtown San Francisco. While detailed timelines, financing structures, and leasing strategies have not been disclosed, the project team now spans development consulting, leasing, design, engineering, public realm, branding, and art advisory capabilities.
