JW Marriott Residences Reston Station closed a full-floor 28th-story residence in what Comstock and McWilliams|Ballard confirm is the highest-dollar condominium transaction recorded in Virginia. The sale, led by McWilliams|Ballard Sales Director Matt Cummings, consolidates the entire top habitable floor of the 28-story tower into a single custom residence. Pricing was not disclosed, though comparable full-floor branded units in the $15M–$25M range in suburban Washington, D.C. metro contexts suggest a figure north of $20M. The transaction closed in late July 2026.
Reston Station sits 18 miles west of Washington Dulles International and 25 miles from downtown D.C., positioning the tower as the first ultra-luxury branded-residence delivery in Loudoun County. Comstock, the developer, and McWilliams|Ballard, the exclusive sales team, structured the floor plan as bespoke—buyers worked directly with the design team to configure interior walls, kitchen islands, and closet systems before concrete pour. The 28-story tower contains 250 residences; the top floor spans approximately 6,500 square feet of interior space with 360-degree views across the Dulles Technology Corridor and Blue Ridge foothills. Marriott International licensed the JW Marriott Residences nameplate but does not hold equity; brand services include daily housekeeping, in-residence dining from the ground-floor signature restaurant, and access to the 12,000-square-foot wellness club.
The record matters because it confirms price elasticity in a market segment—suburban Washington luxury condos—that has historically capped out below $5M per unit. Reston Station's full-floor close demonstrates that branded-residence operators can extract urban pricing in edge-city locations if they deliver hotel-grade amenity stacks and restrict supply. Comstock reported 63% of tower inventory sold as of August 2026, with median per-square-foot pricing at $1,450—a 40% premium over Reston's previous high-rise benchmark. The full-floor buyer's willingness to pay a significant multiple above that median suggests the branded-residence model is producing a new buyer class: principals who want proximity to Dulles but refuse to compromise on service density. This is the same dynamic driving full-floor absorption at Aman New York ($50M–$90M closings) and Four Seasons Private Residences Los Angeles ($30M–$60M range), now replicated 30 miles outside a primary urban core.
Comstock has two additional branded towers in predevelopment within the Reston Station master plan, both targeting delivery in 2028–2029. If the full-floor model repeats, the firm will likely introduce similar custom-floor options in those buildings, creating a three-tower branded enclave with potential inventory north of 600 units. McWilliams|Ballard, meanwhile, is the exclusive sales agency for four other Marriott-branded residential projects across the Mid-Atlantic, including a Ritz-Carlton Residences tower in Bethesda and a St. Regis Residences project in Arlington. Watch whether those projects adopt the full-floor configuration as a pre-construction product; if so, the model shifts from one-off bespoke to repeatable SKU. Allocators should also track whether Comstock or its capital partners—Starwood Capital Group holds a minority stake in Reston Station—float a programmatic branded-residence REIT or opportunity fund. The firm has $1.2B in announced pipeline; a discrete vehicle targeting $300M–$500M in equity for branded towers would find natural limited partners among family offices now rotating out of gateway multifamily.
The full-floor close also signals that Marriott International's residential-licensing division is willing to underwrite custom product at scale, a shift from the fixed-floorplate approach that defined early Four Seasons and Ritz-Carlton Residences deployments. If the brand continues approving bespoke configurations, expect competing hospitality groups—Hilton, Hyatt, Accor—to introduce similar flexibility in their residential playbooks by Q2 2027.
The takeaway
First full-floor branded-residence close in Virginia proves suburban luxury can command urban pricing if service density and supply restriction align.
Editorial & Disclosure Notice: This article was written with artificial intelligence from public sources and is published without individual human review. Artificial intelligence and other digital tools are also used for research, analysis, editing, formatting, and production. Errors, omissions, outdated information, or inaccuracies may occur. References to companies, brands, products, services, organizations, or individuals are for informational and editorial purposes and do not imply endorsement, sponsorship, affiliation, partnership, or approval unless expressly stated. All trademarks and other intellectual property remain the property of their respective owners. Opinions, analysis, estimates, and commentary are informational only and should not be construed as financial, investment, legal, tax, medical, procurement, or other professional advice. Information may be corrected, clarified, or updated after publication. Corrections or removal requests: jenny@pops4.com.
Want the 60-second program for your specific event?
Enter your event and email — we build it and send the branded proposal before lunch. No obligation.
The branded-identity layer Chiefs of Staff and heritage CMOs route through — your name imprinted on real authorized stock, your pick of 200+ brands and 70,000 products, shipped from one accountable house. Nine editorial desks publish the intelligence those operators read before they sign.
200+authorized brands
70,000products · virtual proof on each
9 deskspublishing daily
1997one house, since
70,000 SKUs · virtual proof in 60 seconds · no platform fee · blind-shipped · ASI #217876
Your next customer won't visit your website. Their AI will.
AI assistants have quietly taken over the first step of buying — they answer from catalogs they can read and shortlist whoever can actually ship. Two questions now decide whether you exist to that buyer: can a machine read your catalog, and can you fulfill the order. Most brands fail one or both and never find out why the orders went elsewhere. The winners of this shift aren't the loudest. They're the most readable. Build for the machine that's about to do the shopping.
Built by the craft floor — apparel, media, packaging, and secure print.
This trade runs on hands, not desks. Imprint manufacturing & Komori heritage press through approved vendors · Canon high-speed secure-media operations is a craft floor — genuine Six Sigma discipline applied to ink, thread, foil, and registration, where a hundredth of an inch is the difference between a brand that reads serious and one that reads cheap. POPS4 is built by exactly those operators: independent, boots-on-the-ground engineers who carry their own book, read a client in microseconds, and put their name on every run. Beyond our own Virginia Beach floor, we work with a vetted network of craft manufacturers across the US — each meeting the highest excellence in QC standards in the industry, each a specialist in its own discipline — so apparel, hard-goods imprinting, media manufacturing, packaging, and secure printing all go to the bench built for them, coordinated from one accountable hub. Short-run from twenty-five units, volume to five hundred thousand. Two hundred authorized national brands, seventy thousand SKUs with virtual proofing on every one. Art archived for instant reorders. Net-thirty corporate terms, NDA-standard white-label — your name on the work, or none at all.
Strategy, positioning, identity, creative, and messaging — wired into an AI system that publishes and distributes on its own. Nine editorial desks generate the authority, the production house ships the physical proof, and the attribution layer tells you which post sold which SKU. What you get is an operating layer — content, catalog, and order path under one roof — that keeps working whether or not you are in the room. Built for principals who would rather own the machine than rent the agency.
Named-account programs — one desk, quiet delivery, NDA-standard.
One point of contact who already knows the file, so nothing restarts from zero between engagements. The work ships blind, under NDA, with your name on it or none at all. Built for single-family offices, heritage-house CMOs, sports-ownership groups, and the agencies that white-label our production. The relationship is the product; the merch is the proof of it.
SFO · Chief of Staff desk. Principal household, properties, aircraft, yacht, calendar, philanthropy — one file.
Shop seventy thousand products. Virtual proof on every one. 24/7.
Drop your logo on any product and see the virtual proof before asking. Quote routes direct to the desk. MCP catalog for AI agents. Celeste for the fast conversation. Full self-service checkout in development.