Union Square

This iconic plaza is the perfect place to indulge in a shopping spree.

TravelCurious Tip

Be sure to check out what events are going on in Union Square when you visit. There’s usually some sort of improv theatre or jazz night..

Union Square is a public square in downtown San Francisco, but it also refers to the shopping, hotel and theatre district that surround it. It earned its named during the American Civil War when it was used for rallies for the Union Army. Today, it’s raison d’être is rather different: shopping. The area surrounding the square is home to one of the most densely-packed and glamorous selections of stores, boutiques, art galleries and beauty salons to be found in the United States.


Six department stores can be found within three blocks of Union Square, including Neiman Marcus, Macy’s (separate Men’s and Women’s, naturally), Saks Fifth Avenue and Barneys New York. Add to that a small armoury of luxury retailers as well as flagship technology stores, including Apple, of course, and you can see why people are drawn here like moths to a flame.


Even if they no longer cheers the troops here, Union Square is still the ceremonial heart of San Francisco. It is the site of many public concerts and events, protests and parties, as well as the annual winter ice rink, Christmas tree and Menorah lighting. Since 2009, in each corner of the square there has been a painted heart sculpture from the Hearts in San Francisco public art installation. Every year, they are auctioned off and new ones take their place — often the old ones pop up in other parts of the city.


Don’t miss the central pillar either: atop it is the Goddess of Victory, as modelled by Big Alma Spreckles, who volunteered her services when she found out that sugar-baron Adolph Spreckles was in charge of the monument committee. Spreckles eventually became her sugar daddy, and in the end she donated her fortune to build the Legion of Honor.

Nearby Attractions

See all attractions in San Francisco
Ghirardelli Chocolate
Started by an Italian confectioner in San Francisco during the gold rush, Ghirardelli chocolate is a San Francisco institution and a must for all travelers.
Yerba Buena Gardens
YBG is a sprawling green space across several city blocks, which serves as a respite to the urban jungle which surrounds it.
Ferry Building Marketplace
Now a dedicated marketplace for local vendors, restauranteurs, and artisans, the Ferry Building Marketplace was once the thoroughfare for the ferry, which was the only way to access the city for travelers and commuters until the 1930’s.
POPOS
POPOS "Privately owned public open spaces" refers to publicly accessible spaces throughout the city in the form of plazas, terraces, atriums and small parks that are maintained by private developers but accessible to all.
Old Saint Mary's Cathedral
Built in the heart of Chinatown, the historical landmark has served as a safe and holy place since the beginning of the Gold Rush.
Painted Ladies
These colourful Victorian homes are an icon of the city.

Related Tours

San Francisco in a Day: Private Full-Day Tour including Alcatraz
Immerse yourself in the heart of San Francisco, one of the most iconic cities in the world, on this private full-day tour where you will discover the history and culture of the city before embarking on a journey through some of its most famous landmarks, including a visit to Alcatraz Island to uncover the secrets of the infamous prison. 

On your private tour of San Francisco, you will:

  • Explore Union Square— San Francisco's bustling shopping area;
  • Discover Chinatown, passing through the magnificent Dragon Gate, the entrance to the largest Chinatown outside of Asia;
  • Visit Nob Hill, and after a short tram ride, take a stroll down North Beach and learn the fascinating history of this Italian-American enclave,;
  • Immerse yourself in the customs, cuisine, and curiosities of Chinatown;
  • Take a cable car across town for fantastic cityscapes and soak up the San Francisco skyline from the top of iconic Nob Hill;
  • Visit Ghirardelli Square, with breathtaking views, fantastic shopping, dining options, and of course - world-famous chocolate!
  • Enjoy striking views of the Golden Gate Bridge from the atmospheric Fisherman's Wharf;
  • Walk around the historic Pier 39, and see the famous seals basking in the sun;
  • Dig into some of San Francisco's famous seafood - like clam chowder soup in a sourdough bread bowl (not included);
  • Finally, the guide will depart as you take a ferry to visit the world’s most notorious island penitentiary: Alcatraz, where you will enjoy a self-guided audio tour of the island or choose to join one of its small ranger-led tours when you disembark.

Your Private Full-Day Tour of San Francisco Highlights will take you through an urban landscape, set on the northern tip of a peninsula, shaped by glaciers, earthquakes and the Pacific’s rolling waves. 

At the top of Nob Hill, soak up an extraordinary cityscape at cable car height. Set on San Francisco's picturesque steep slopes, enjoy a stunning skyline across streets crisscrossed by streetcars, yellow taxis, and jogging trails. 

Wander through some world-class shopping malls in Union Square, where big-name brands and local stores nestle amongst chic boutiques. 

Lastly, Fisherman’s Wharf and Pier 39, lined with seafood cafés, are home to basking sea lions, jugglers, and mime artists, with striking views across the Golden Gate Bridge, Alcatraz, and Angel Island. Enjoy lunch at one of the many eateries on Pier 39 before your guide takes you to Pier 33, where you will board a pre-booked ferry ride to Alcatraz Island. 

Please note: your guide will not be joining you on the island, as private guides are not permitted to operate on the island. On arrival at Alcatraz, take an audio tour at a leisurely pace to hear tales of notorious felons such as Al Capone and Robert Franklin Stroud in this former fort, a military prison and maximum-security federal penitentiary. Once you are finished exploring Alcatraz Island (most people spend about 2 hours), you can hop any return ferry to San Francisco, where you will be dropped off at Pier 33. 
The Best of San Francisco: Private Half-Day Walking Tour
Dating back to 1776 and considered by many to be the USA’s most beautiful city, San Francisco - a.k.a. The City by the Bay - is a vibrant mix of exotic cultures, and is renowned worldwide for its liberal free-thinking ideals. 
San Francisco’s strong historical bonds with Spanish America and Mexico are evident all over the city and reflected in its Hispanic population, vibrant arts, music, and festival scene.

On your private half-day tour, you will:

  • Learn the history of its famous neighbourhoods, including downtown, the Financial District, Nob Hill, Chinatown, and Little Italy;
  • Explore Union Square, San Francisco's bustling shopping area;
  • Immerse yourself in the customs, cuisine, and curiosities of Chinatown;
  • Take a cable car to the top of Nob Hill for spectacular views of the San Francisco skyline;
  • Venture through North Beach to absorb the community’s Italian heritage;
  • Enjoy striking views of the Golden Gate Bridge, Alcatraz and Angel Island from atmospheric Fisherman's Wharf – and glimpse the basking seals!

On this private half-day tour of the best of San Francisco, you will learn about the city’s foundation in the 18th century, when Spanish colonists settled the area during the gold-rush fever, to the city in the modern era, famous for its political activism and social inclusivity the world over. 

See first-hand San Francisco’s colourful mix of quaint buildings and modern architecture in a stunning ocean-facing city.

Learn about San Francisco's long-standing progressive stance on activism: the city is credited with trailblazing the “Flower Power” peace movement, and powering the gay rights movement as one of the largest and most prominent LGBT communities in the world.

You will explore this fascinating urban landscape, set on the northern tip of a peninsula, shaped by glaciers, earthquakes and the Pacific’s rolling waves. Set on San Francisco's picturesque steep slopes, enjoy a stunning skyline across streets crisscrossed by streetcars, yellow taxis and jogging trails. Wander through some world-class shopping in Union Square, where big-name brands and local stores nestle amongst chic boutiques. 

Enjoy a historic cable car ride from one part of the city, over Nob Hill to the waterfront. At beautiful North Beach, known colloquially as Little Italy, soak up the ambience of the city’s lively historic Italian-American community. 

Lastly, Fisherman’s Wharf, lined with seafood cafes, is home to basking sea lions, jugglers and mime artists and enjoys striking views across the Golden Gate Bridge, the infamous island prison on the sea, Alcatraz, and Angel Island.

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