A week from the door.
100 wheatpaste posters at 24 by 36 for Huckberry's new store at 425 Hayes Street, weighted around Hayes Valley with coverage into SoMa and the Mission. The paper said WE'RE COMING HOME and the date, and it was up a week before the doors opened on 2 October.
- Placements100
- Cities1
- FormatMulti-format
- Documented34install photos on file
An online brand founded in San Francisco, opening a store there.
A hundred posters went up around Hayes Valley carrying three words and a date: WE'RE COMING HOME, 10.02.26.
The run was booked to announce Huckberry's new San Francisco store before it opened.
The menswear and outdoor retailer built its following online, and it was founded in San Francisco before moving its operations to Austin. Its physical stores are recent. The first opened in Georgetown in Washington, D.C., in August 2025, and a second followed in Chicago's Lincoln Park that November.
The San Francisco store is at 425 Hayes Street, the former Allbirds flagship, and it opened on Friday 2 October 2026. That is why the poster says coming home rather than now open: the brand was returning to the city it started in.
The buy was 100 wheatpaste posters at 24 by 36 inches, weighted around Hayes Valley with additional coverage into SoMa and the Mission for broader neighborhood reach. Beyond Street Media printed and installed the run in house, and it was up ahead of the opening.
Where we ran it.
It starts on Market Street near Octavia, where Hayes Valley meets the Mission: a block of eight on a black-painted fence under a billboard, with the green Market Street bike lane running alongside. Around the corner at Octavia and McCoppin, more went onto a white clapboard building next to the Grooves record shop and onto a white corner building facing the crosswalk.
The longest wall of the run is on Market Street between Gough and Octavia. Nine frames follow it: a teal-and-black painted facade over a red brick sidewalk, the posters in blocks of twelve, two rows of six, sharing the wall with other campaigns. One frame looks east down Market with the downtown towers in fog at the far end.
From there the route climbs into Hayes Valley proper. At Oak Street and Octavia Boulevard, about 180 metres from the store, the sheets went onto boards behind blue and orange scaffolding, with Victorian houses across the intersection. At Hayes and Laguna, two blocks west of 425 Hayes, two blocks of posters fill the boarded windows of a closed corner storefront under an orange awning, with Suppenküche across the street and the 600 Hayes street sign on the corner.
The last stop is Bryant Street near 10th in SoMa, where the sheets sit in the mix on a black wall already carrying other event posters.
Two designs, alternating in a checkerboard inside every block.
One is type: the Huckberry wordmark and pine-tree mark, WE'RE COMING HOME in white serif capitals, the date 10.02.26 in lime green, and 425 HAYES ST along the foot. The other is an illustration: lime-green pine trees over a blurred dark forest, with the wordmark at the top and the date and address set small along the bottom edge.
Every sheet carries the address. At Oak and Octavia the store is a block and a half away, and the paper on the scaffolding names it.
The surfaces are the ones wheatpaste takes well: painted fence board, clapboard, plywood boarding over shop windows, and painted masonry.
The timing is the point of a store-opening run.
The paper was on Hayes Street, Octavia Boulevard and Market Street for the week before the opening, carrying a date that was still a few days off.
The weighting matches the brief. Five of the six photographed stops sit within about 600 metres of the store, and the closest two are Oak and Octavia and Hayes and Laguna. Market Street adds the through traffic between Hayes Valley, the Mission and downtown, and Bryant Street carries the run into SoMa.
Proof.
Thirty-four frames document the route across the six stops, each stamped with its time and the coordinates it was shot at, held in a private index rather than inside the published files.
The posters do some of the documenting themselves: every sheet prints the date and the address, so each photograph of a wall is also a record of what it was advertising and when.
Notes.
The message is a place and a date, the audience is whoever already walks those blocks, and the run only has to work for the week before the doors open. Our wheatpaste campaigns in San Francisco run the same way across Hayes Valley, SoMa and the Mission, and the city's other documented runs include Relevance AI's two-phase launch and The Father's House on Ocean Avenue.
Wheatpaste posters start at $3,500, printing and installation included, with the rest of the published floors on the pricing page.
Common questions.
How far ahead of a store opening should posters go up?
About a week on this run. The documentation pass was on Friday 25 September and the store opened on Friday 2 October, so the address and the date were on the street for the whole week before the doors opened.
Why put the address on every poster?
Because a store opening asks people to come to one place. Every sheet on this run printed 425 Hayes Street, so a passer-by did not need to remember a name and search for it later.
How many posters does a neighborhood store launch need?
This one ran 100 at 24 by 36 inches, weighted around Hayes Valley with additional coverage into SoMa and the Mission. On the photographed walls they went up in blocks of six, eight and twelve.
---
Documented Friday 25 September 2026, one week before the store opened at 425 Hayes Street. Every wall photographed on the route.
These look incredible!!! Thank you so much for all of your help. We're all stoked about them!
26 additional installs.
Where the posters landed.
Six documented stops on one morning, each pin a corridor centroid rather than a door number, averaged from the GPS on the frames shot there. The route starts on Market Street where Hayes Valley meets the Mission, climbs to the blocks around the store, and finishes in SoMa.
- 01Market Street near Octavia, Mission side · 07:17, the first frames of the morning37.7711°N · 122.4246°W
- 02Octavia Street at Market and McCoppin · 07:2537.7716°N · 122.4237°W
- 03Market Street, Gough to Octavia · 07:45, nine frames along the longest wall of the run37.7725°N · 122.4229°W
- 04Oak Street and Octavia Boulevard, Hayes Valley · 07:50, about 180 metres from the store37.7750°N · 122.4240°W
- 05Hayes Street and Laguna Street, Hayes Valley · 07:56, two blocks west of 425 Hayes37.7766°N · 122.4264°W
- 06Bryant Street near 10th Street, SoMa · 08:13 to 08:23, the last stop37.7708°N · 122.4101°W
Run a wheatpaste advertising campaign?
Same crew, your brand.
The same operator network that shipped Huckberry's campaign is on call for yours. Brief us with city, dates, and creative. Quote back in 4 hours.
Run a campaign like Huckberry's?
Get a quote