A New Holiday Tradition Is Coming to San Francisco: The Transamerica Pyramid Center and RASA World Partner to Create a Spectacular Holiday Market

SAN FRANCISCO--(BUSINESS WIRE)--Nov 2, 2026--

This holiday season, a little extra magic is coming to the heart of San Francisco.

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The Transamerica Pyramid Center and RASA World are transforming Redwood Park into a festive winter village, filled with local vendors, performances, seasonal food, a towering tree and holiday movie nights.

This December, the inaugural Transamerica Pyramid Center Holiday Market will be San Francisco’s premier venue for celebrating the most wonderful time of the year.

San Francisco’s New Winter Village

Redwood Park will get a holiday treatment this December. A centerpiece Christmas tree and thousands of twinkling lights will transform one of San Francisco’s most recognizable landmarks into a unique holiday setting, right in the heart of the city’s vibrant Jackson Square neighborhood.

Inspired by timeless European holiday markets, glowing holiday chalets will be stationed throughout the park, stocked with gifts, warm drinks and seasonal bites from local businesses. Visitors will enjoy a festive atmosphere, featuring seasonal shopping, performances by local artists, and a variety of family-friendly experiences.

Beyond the marketplace, plans include 12 nights of special programming, ranging from outdoor holiday movie nights and live music to intimate concerts, special appearances by Santa Claus and activities for children and families.

The Holiday Market will also include several curated experiences in the areas surrounding Redwood Park, including a recurring evening series called Après Sessions, an alpine-inspired lounge serving craft cocktails, timeless records and live performances from local artists.

“The Transamerica Pyramid has always been more than just a building. It is a symbol of San Francisco and an important part of the city’s identity. Since acquiring this remarkable landmark, our ambition has been not only to preserve its legacy, but to bring new energy and life to the entire complex, making it a place where people come together, create memories, and feel part of the city,” said Alon Bar, CEO of Yoda Group, owner of the Transamerica Pyramid.

“The Christmas market at Redwood Park is a wonderful example of that vision. We hope to establish a new holiday tradition that brings families, friends, and the wider community together, and makes the Transamerica Pyramid an even more welcoming and vibrant part of San Francisco for generations to come. This holiday celebration captures the city's creativity, character and global appeal – a perfect complement to our ongoing revitalization efforts,” said Bar.

Transforming Redwood Park in New Ways

RASA World is bringing the vision to life. By combining proprietary technology, creative production and a global community, RASA transforms iconic places into cultural destinations through music, art, and shared experiences. Most recently, the company brought its sold-out Pier Play festival series to San Francisco’s Pier 70, selling out the city debut to a crowd of 3,000.

“We’re activating the Transamerica Pyramid Center in a way that’s never been done before," said Ahmad Muhaisen, co-founder and CEO of RASA World. "RASA exists to bring people together. We're creating a new destination for San Francisco, pushing the boundaries and bringing the neighborhood to life. San Francisco is all about creating new things and innovating. This can be part of the renaissance.”

More Holiday Magic to Come

Additional details, including official dates, participating vendors, seasonal programming, and special announcements, will be revealed in the coming weeks.

For now, San Francisco can look forward to a new place to celebrate the season, create memories, and experience a little holiday magic beneath the Transamerica Pyramid.

About the Transamerica Pyramid

The Transamerica Pyramid is one of San Francisco's most recognizable architectural landmarks and an enduring symbol of the city's creativity, ambition and resilience. Designed by architect William Pereira and completed in 1972, the Pyramid anchors a full city block in the heart of San Francisco's Jackson Square neighborhood. Over the last several years, the Transamerica Pyramid has fully realized a comprehensive transformation led by world-renowned architect Lord Norman Foster and Foster + Partners, comprising the largest renovation in the building’s more than 50-year history. The Foster-led remastering, revitalized interior environments, expanded tenant amenities including a hospitality-driven arrival experience and elevated lounge spaces. In addition, the project further enhanced the public realm surrounding Transamerica Redwood Park, a distinctive urban oasis featuring a grove of mature coastal redwood trees. Acquired by Yoda Group in March 2026, the Transamerica Pyramid continues to evolve as a destination where business, culture, hospitality and community intersect.

Learn more at www.transamericapyramid.com.

About YODA PLC

Yoda PLC is a multibillion-euro listed investment conglomerate generating diversified and resilient income through the acquisition and management of high-quality real estate investment properties, luxury hospitality assets, infrastructure shipping and energy assets. YODA Group completed their acquisition of the Transamerica Pyramid Center on March, 2026. This investment establishes its presence in a Tier-1 U.S. gateway city through one of the most recognizable commercial assets globally, provides immediate scale and operational infrastructure, and establishing the foundation of a broader and clearly defined U.S. growth strategy. For more information, visit: yoda.com.cy.

About RASA World

RASA World is the experiential technology company built to create and scale live events. Our technology unifies the fragmented tools behind live events into one platform, using it to develop and deploy culture-defining experiences worldwide. RASA partners with global brands and destination properties to unlock recurring revenue from underutilized space, unused time windows, and first-party audience relationships by integrating data, automation, and on-site execution into a one system. Operating across 12 cities worldwide, RASA World has activated more than 1 million square feet of physical space, including sold out events at the Eiffel Tower, Six Flags, and the Santa Monica Pier. The company is backed by unicorn founders and venture capital firms including Bullpen Capital, Transform VC, and The Family Fund.

A new holiday tradition is coming to San Francisco: The Transamerica Pyramid Center and RASA World partner to create a spectacular holiday market. Rendering courtesy of RASA World.

Iran said Monday it had a two-day plan to reopen the Strait of Hormuz and resume nuclear talks with the United States, shortening a process originally expected to take seven days.

The U.N. migration agency said more than 300,000 people in Yemen had fled renewed fighting. Israel's military said it was wrapping up a sweeping operation that began after a shooting in Hebron killed two soldiers.

China, meanwhile, is sending a special envoy to Iran, Saudi Arabia and Oman.

Here is the latest news from the Middle East on Monday. Read our full coverage here.

Iran said it had a two-day plan to reopen the Strait of Hormuz and resume nuclear talks with the U.S. if Washington meets its demands.

The announcement came as the region braces for possible renewed fighting, even as Iran’s top diplomat said Sunday that he hoped the U.S. would choose “diplomacy over other paths.”

Iran previously said the plan could be implemented within a week if the U.S. met seven conditions, including lifting its blockade of Iranian ports. Iran now says ships passing through the reopened strait would have to follow a route agreed upon by Iran and Oman and travel under Iranian supervision. Separately, Iranian officials have said the U.S. must lift sanctions on Iranian oil sales and agree to a ceasefire that would include Lebanon.

Iranian Foreign Ministry spokesperson Esmail Baghaei said the plan remained the basis for negotiations with Washington through mediators, despite the shorter implementation timeline. “This once again demonstrates Iran’s good-faith approach,” he added.

Baghaei gave no indication that Tehran had changed its demands or that Washington had accepted its proposal.

President Donald Trump has alternated between pursuing diplomacy and threatening heavy bombing of Iran in his public comments.

Yemen’s Iran-backed Houthi rebels on Monday accused Saudi Arabia of striking the port of Ras Isa in the western province of Hodeida, along Yemen’s Red Sea coast, setting fire to ships and commercial freight trucks.

Houthi-run broadcaster Al-Masirah showed images of what it described as fires caused by the strike. Saudi authorities did not immediately comment.

Earlier, the Houthi-run health ministry said explosives hit a bustling market in southwestern Yemen, killing two children and one other person. The Associated Press could not independently verify the two claims.

The latest attacks are part of the Houthis’ ongoing battles with the Yemeni military forces and their allies, which have broken a four-year truce and exacerbated an already dire humanitarian situation in the country.

The Houthis claimed attacks on Saudi Arabia over the past two days, saying they targeted Dammam’s airport with two drones and a military transport aircraft at Jizan’s airport. Saudi civil defense issued missile warnings over the past two days in several cities.

The U.N. migration agency said more than 300,000 Yemenis have fled the fighting as people are struggling to find shelter and life essentials. Aid groups say they face limited access to those in need.

The Houthi siege of Taiz is causing a growing humanitarian crisis for more than 1.3 million people, according to Yemen government data. The city’s hospitals and health facilities are short of fuel, oxygen and medicine while supplies of fuel, cooking gas, wheat and flour are dwindling severely, the government said.

China said Monday it plans to send a special envoy to Iran, Oman and Saudi Arabia in early to mid-November. Foreign Ministry spokesperson Mao Ning told reporters the envoy would focus on easing tensions and promoting regional stability.

The move comes as China seeks to expand its influence in the rapidly changing region, which it depends on for a large share of its oil.

The Israeli military said Monday it ended an operation in Hebron in the occupied West Bank that began last month after two Palestinian gunmen killed two Israeli soldiers. It said it demolished the gunmen’s residences and confiscated weapons and illegal vehicles.

The operation, focused on the area where the shooting took place, displaced hundreds of Palestinians. They began returning home Monday as some Israeli forces withdrew from one of the most tense cities in the territory.

In Deir Bahha, some residents found their homes were damaged in military raids. “I came back expecting everything to be normal, but I was shocked to find the door broken and the glass shattered,” said one resident, Wael Shawar.

Israeli airstrikes killed two men in southern Gaza early Monday, according to Nasser Hospital, where their bodies were taken. One strike killed a man in his home; the other killed a man in a tent.

The Israeli military did not respond to a request for comment.

Major fighting between Israel and Hamas largely halted under the October 2025 ceasefire. Israel continues to launch near-daily strikes on Gaza that it says target militants, though the strikes regularly kill or injure women and children. Israel says Hamas uses civilians as human shields.

About 1,580 Palestinians have been killed since the ceasefire began, bringing the overall death toll to more than 74,500, according to Gaza’s Health Ministry. The ministry, part of the Hamas-run government, does not distinguish between civilians and militants.

This report will be updated throughout the day as new developments emerge.

A bird flies low over the water as cargo ships lie at anchor in the Strait of Hormuz off Bandar Abbas, Iran, early Saturday, Oct. 24, 2026. (Amirhosein Khorgooi/ISNA via AP)