Embarcadero Reimagined: A bold concept for Embarcadero Plaza from JRDV
Embarcadero Reimagined is a bold concept design for Embarcadero Plaza and Sue Bierman Park from JRDV Urban International. This concept design demonstrates what is possible when unique San Francisco history, adaptive design, fiscal and environmental responsibility, economic revitalization, and creativity come together.
As mentioned in our appeal of the Vaillancourt Fountain “emergency” removal, alternative concept designs can and do exist, including those that incorporate the historic Lawrence Halprin-designed landscape and the Vaillancourt Fountain. Embarcadero Reimagined shows one such alternative, in contrast to the concepts presented by project sponsors.
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© JRDV Urban International
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Quoting from JRDV’s page:
Future Generations will benefit if Embarcadero Plaza is reimagined to embrace its many extraordinary layers of history.
The JRDV design binds together into a comprehensive vision the many layers of artistic and architectural contribution including the Ferry Building, Lawrence Halprin Plaza, Vaillancourt Fountain, Maritime Plaza and Embarcadero Center.
This plan is supported by The Embarcadero Plaza And Vaillancourt Fountain Coalition in response to the decision by the San Francisco Arts Commission on November 3, 2025 to dismantle the Vaillancourt Fountain. Please also see JRDV Press Release November 8, 2025.
The design recalls Willis Polk’s 1897 sketch published in the California Architect and Engineer by adding a landscaped berm and bridge apse connected to the Ferry Building and acting as a backdrop to the Vaillancourt Fountain. The berms and bridges help bring pedestrians to the upper levels of Embarcadero Center and Maritime Plaza planned in the 1950s, 60s and 70s. The block of Sue Bierman Park closest to the Alcoa Building is redeveloped as a mixed-use project in order to generate revenue for the project.
“Embarcadero Reimagined” takes its inspiration from transformational projects in New York including The World Trade Center Master Plan, High Line, and Bryant Park restoration that reinvented historically significant places in deeply creative and inspiring ways. In addition the project relates to Chicago’s Grant Park/Millennium Park, where a vast waterfront space is conceived as distinct useable subareas, with bridges and subtle changes in elevation.
The rendered images are licensed under the Creative Commons Attribution-Share Alike 4.0 International license. When providing attribution, use the following credit: “© JRDV Urban International. This work is made available under a Creative Commons Attribution-Share Alike 4.0 International license.”
Read the Embarcadero Reimagined Detailed Description.