Wrecking Ball

The stylish Cow Hollow spot brings major street cred to its first full-service cafe and brew bar. Besides industry bonafides, one of the co-founders, Trish Rothgeb, coined the term “third-wave coffee” in a roaster’s guild newsletter back in 2002, referring to the rise of post-Starbucks artisanal pursuits in the industry.

2271 Union St, San Francisco, CA 94123
Cow Hollow

Wrecking Ball Image
What is Proper?

Proper began as a feeling, not as an idea. The feeling was something akin to empathy; an acute awareness that despite the current proliferation of “boutique” and “lifestyle” hotels and residences, there were precious few properties designed for and around today’s global creative nomad. Many in our milieu share the same daunting challenge: staying fresh and focused, energized and inspired—all whilst bouncing between London and Hollywood and Austin and San Francisco and Portland and back again. For them, intuitive service is a given. Mere table stakes. What they need and seek beyond accommodation, even at its most luxurious, is an inspiration. From the elevated and often surprising interiors imagined by Kelly Wearstler. From the sense of immersion in, and connection to, the vibrancy of the local culture. From the highly curated amenities. From the inspired collaborations with the city’s best and most innovative chefs and mixologists. From music and art. From every detail, every interaction, every moment. This is only Proper. And no one else.

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