A 1988 relaxation of the live/work building code in San Francisco’s SOMA district motivated Rick Holliday to revolutionize San Francisco’s housing market. Inspired by New York’s loft lifestyles, McKenzie, Rose & Holliday Development converted the Heublein Building, a historic wine distributorship, to The Lofts at 601 4th Street. Despite the pending recession, San Franciscans found the concept irresistible, and we took reservations on all 88 units in one day.