Boston-based Samuels & Associates has named The Collaborative Cos. of Boston as exclusive sales and marketing agent for Pierce Boston in the Fenway neighborhood.

Sales and leasing will begin this fall on the 30-story luxury tower, which will include 109 condos, 240 apartments and 20,000 square feet of street-level retail.

Architectonica of Miami designed the structure, which will be the company’s first project in Boston. The project previously had been known as The Point.

Samuels & Associates is partnering with Weiner Ventures of Boston and Chinese investor Landsea on development on a 0.6-acre site at the corner of Boylston Street and Brookline Avenue.

Samuels originally proposed a 22-story tower containing 319 apartments in 2013. It amended the plans to include condos in a larger tower after project costs rose by $25 million.

The Boston Redevelopment Authority approved the project in February after Samuels agreed to include 41 affordable units on-site and pay $4.7 million to the city’s inclusionary development fund, which supports construction of affordable housing. The developers also will contribute $5 million for a public plaza, walkway and art installation.

The site is two blocks from Samuels’ $250-million Van Ness mixed-use development at 1325 Boylston St., which includes 237,000 square feet of office space, 172 luxury apartments and a City Target store.

Samuels is preparing to kick off redevelopment of the nearby Landmark Center, removing the parking garage and adding 550 residences and 180,000 square feet of retail including Boston’s first Wegmans supermarket. The office component will include Hatch Fenway, a 100,000-square-foot incubator on the eighth floor offering leases ranging from 12 to 24 months for startups.