Skip to Content

Serena & Lily Design Shop Opens in SF!

Project Nursery was kindly invited to a private sneak peek at the new Serena & Lily Design Shop in San Francisco, the home city of this amazing brand. While their doors haven’t officially opened, we couldn’t wait one more minute to share our enthusiasm about what we saw, so here we go readers—you are getting a sneak peek too! Get ready to ooh and ahh as we walk you in the front door.

Serena & Lily Design Shop

The store is located in San Francisco’s prestigious Sacramento Street district, and the exterior was restored and designed with a European flair.

As you enter the store, you are greeted with a lifestyle and seasonal display that had us immediately planning our own design updates in time for summer entertaining. The shop has a fresh and casual feel that is true to the brand.

Serena & Lily SF Design Shopimage courtesy of Serena & Lily

As you progress through the space, you are met with workshop elements, and it’s here that you get to roll up your sleeves and let the fun begin in designing your space. The store is designed for a totally tactile experience, with swatches available to play with by mixing and matching wallpaper samples, cushion fabrics and linens, as well as an entire library of their paint colors which are cleverly displayed on a surfboard.

Serena & Lily Design Shop Swatches

Serena & Lily Paint Colorsimage courtesy of Serena & Lily

The space is designed to be casual and not intimidating, with a couch nook where you can sit and enjoy the design process comfortably. The salon-styled corner is inviting (we joked that it was going to become our new west coast office!), but before you get cozy and sit, you pass what they are calling their “headboard garage” and rug wall to give customers an opportunity to touch and feel those bigger commitment pieces before pulling the trigger. Love that!

Serena & Lily Design Shop

We have to take a moment to applaud S&L on their nursery vignette. It is fresh and clean, and we were particularly thrilled to hear that they are launching several new nursery collections for Summer 2014. The gorgeous Fiona collection is a standout and sophisticated new wallpaper patterns like the Herringbone (below) and whimsical heart quilt caught our eye.

Serena & Lily Nurseryimage courtesy of Serena & Lily

See more photos from the opening on our Instagram (#sldesignshop), and if you’re in San Francisco, we recommend you pop over to the Design Shop for a gander. The shop officially opens May 3rd. It’s a real San Francisco treat!

Serena & Lily Design Shop


Sunday 6th of February 2022

Where can I purchase the Surf Board with the Colour Palette?


Sunday 7th of August 2016

Hello good time Excuse my English is not good. What is the material that has been used for entry and exit doors? Composite? Concrete? Platters and ... ??? Thank

Alison Fennell

Monday 28th of April 2014

Loving that chic and comfy gallery corner and the surfboard colour swatch palette is so unique - I think I want to buy everything!

Kendra Nowlin

Saturday 26th of April 2014

I hope they open one in Houston!!