The low rise building that they're purchasing is 17,290 sq ft, according to Portland Maps. To get to 38,000 sq ft they must be using the lower two floors of the Selling Building, as implied by the storefront remodel in the renderings and the description of an "atrium" and "a grand staircase".
At 38,000 sq ft it's true that it isn't going eclipse Pike Place Market (but it's also worth noting only a relatively small part of that market is dedicated to fresh food). But it will be 8x times the size of the old City Market on Northwest, 4x the size of the Pine Street Market and about a third larger than Whole Foods in the Pearl. That's a pretty substantial destination.
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