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St. John’s Wood Apartments in Reston to rebrand despite some community qualms

St. John’s Wood Apartments is slated for rebranding as Halstead Reston (via Reston Association)

Some aspects of the St. John’s Wood Apartments (11555 Olde Tiverton Circle) in Reston may soon change, despite some qualms from local residents and community groups.

The DSF Group — the real estate investment company that owns the property — is in the process of rebranding the apartments to “Halstead Reston” and plans to modernize the look and feel of internal and external signage.

DSF Group acquired St. John’s Wood on Dec. 27. The renaming would align the 250-unit complex with the company’s other properties, including Halstead Square near the Dunn Loring Metro station.

On Tuesday (March 19), Reston Association’s Design Review Board preliminarily approved the changes for internal wayfinding signage and asked the company to resubmit plans for its monument signage, which faces the external portion of the property.

DSF Group emphasized that the company plans to keep all existing signs the same size without additional signage.

“We tried to really stick with what was existing,” a representative for the property owner said.

But the Halstead Glen cluster board is opposing the changes on the grounds that they do not conform with the style or materials found in Reston Association properties.

“The board also has concerns that the name is very similar to our cluster’s name and will cause confusion for visitors and delivery companies,” the cluster board said in a statement to RA.

Frank Tobia, a representative for the cluster, told the Design Review Board that the similarity of the names for the new apartments and Halstead Glen could create confusion for visitors and delivery companies.

He also argued that there are notable differences between monument signs in surrounding neighborhoods and the look proposed by Halstead.

“This one is going to stand out pretty garishly,” Tobia said.

RA Director of Covenants Cam Adams also emphasized that the entrance signage conflicts with the association’s design guidelines and “harmonious aesthetic” that exists in the area.

“A drive through North Village Road will indicate all residential communities around the area have a consistent and harmonious design which Halstead Reston is encouraged to review and consider,” Adams said in testimony submitted to the DRB.

The company will return with revised designs for its monument sign.

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