Key Takeaways
- • The Transamerica Pyramid Center and RASA World are transforming Redwood Park in San Francisco's Jackson Square neighborhood into a winter village for the inaugural Transamerica Pyramid Center Holiday Market this December.
- • The market will feature local vendors in European-style holiday chalets, a centerpiece Christmas tree with thousands of lights, seasonal food, performances, and 12 nights of programming including holiday movie nights and Santa appearances.
- • Yoda Group, owner of the Transamerica Pyramid since its March 2026 acquisition, positions the event as part of its ongoing revitalization of the landmark complex.
- • RASA World, which recently sold out its Pier Play festival debut at San Francisco's Pier 70 to 3,000 attendees, is operating the activation.
- • Official dates, vendor lists, and full programming are to be announced in the coming weeks.
Summary
The Transamerica Pyramid Center and RASA World have announced the inaugural Transamerica Pyramid Center Holiday Market, a December winter village set in Redwood Park beneath the Transamerica Pyramid in San Francisco's Jackson Square neighborhood, according to a Business Wire release. The park will feature a centerpiece Christmas tree and thousands of lights, along with glowing holiday chalets inspired by European holiday markets, stocked with gifts, warm drinks and seasonal bites from local businesses.
The programming plan includes 12 nights of events spanning outdoor holiday movie nights, live music, intimate concerts, appearances by Santa Claus, and activities for children and families. Surrounding the park, the market will include an evening series called Après Sessions, an alpine-inspired lounge serving craft cocktails, vinyl records and live performances by local artists.
Yoda Group, which acquired the Transamerica Pyramid in March 2026, frames the event as part of its broader plan for the property. Alon Bar, CEO of Yoda Group, said the company's ambition has been to preserve the landmark's legacy while bringing new energy to the complex, and described the market as a way to establish a new holiday tradition. The Transamerica Pyramid was designed by William Pereira and completed in 1972, and has since undergone a major renovation led by Foster + Partners, described as the largest in the building's more than 50-year history.
RASA World, an experiential technology company that operates across 12 cities and says it has activated more than 1 million square feet of space, is delivering the activation. Ahmad Muhaisen, co-founder and CEO of RASA World, said the company is creating a new destination for San Francisco. The company's Pier Play festival series sold out its San Francisco debut at Pier 70 to a crowd of 3,000. Official dates, participating vendors and additional programming details are to be released in the coming weeks.
The programming plan includes 12 nights of events spanning outdoor holiday movie nights, live music, intimate concerts, appearances by Santa Claus, and activities for children and families. Surrounding the park, the market will include an evening series called Après Sessions, an alpine-inspired lounge serving craft cocktails, vinyl records and live performances by local artists.
Yoda Group, which acquired the Transamerica Pyramid in March 2026, frames the event as part of its broader plan for the property. Alon Bar, CEO of Yoda Group, said the company's ambition has been to preserve the landmark's legacy while bringing new energy to the complex, and described the market as a way to establish a new holiday tradition. The Transamerica Pyramid was designed by William Pereira and completed in 1972, and has since undergone a major renovation led by Foster + Partners, described as the largest in the building's more than 50-year history.
RASA World, an experiential technology company that operates across 12 cities and says it has activated more than 1 million square feet of space, is delivering the activation. Ahmad Muhaisen, co-founder and CEO of RASA World, said the company is creating a new destination for San Francisco. The company's Pier Play festival series sold out its San Francisco debut at Pier 70 to a crowd of 3,000. Official dates, participating vendors and additional programming details are to be released in the coming weeks.
Go deeper than the headline
Research every firm in this story, track the ones that matter and get the daily briefing — free for 7 days.