Trumped-up luxury

I like thinking big. You have to think anyway so why not think big?"—Donald Trump

Designed by Powell, Ohio-based design firm Fitch, the new Trump Exchange store at Trump Taj Mahal Casino Resort in Atlantic City, N.J., does just that—think big. The scale of everything in the space is just a bit larger than normal—a 12-ft.-diameter marble entrance table, oversized floor-to-ceiling focal graphics, a large-scale portrait of Donald Trump himself behind the cashwrap, and four digital screens running loops of Taj Mahal-related events and Donald Trump highlights. "All establish a larger-than-life excessiveness that is balanced through carefully considered placement and material and finish usage," says Jacquie Aberegg, director of client services, Fitch. The 4,000-sq.-ft. store, which is the first of many new retail venues to open in a $250 million renovation currently underway at the Taj Mahal, features an assortment of Donald J. Trump-branded apparel, cologne and accessories, in addition to "Apprentice" merchandise, Taj Mahal giftware items, designer handbags and the Trump Getaway Spa collection.

The materials used in the space were chosen with a nod to extravagance. White marble tile, hand-applied goldleaf at column cornices and table bases, mahogany veneers, a tufted-leather focal panel and an intricately laser-cut lattice panel prove that luxury is amassed in the attention to detail. "The materials and finishes evoke a richness and opulence with a level of masculinity and sophistication that transcends cliché—it is more uptown penthouse suite than boardroom-esque," Aberegg says.

At the front of the store, large, red circular elements created by a colored ceiling dome overhead and the dramatic round carpet below establish a clear focal point to attract potential customers. Illuminated by recessed lighting, a 12-ft.-diameter, laser-cut acrylic chandelier that weighs approximately 1,500 pounds anchors the area, and ties into the color theme with ruby-red dangling prisms.

The Trump Exchange environment creates a snapshot of "a day in the life of Donald," giving customers the opportunity to experience the high life as he knows it. If all goes well, hopefully The Donald will make lots of "Money, Money, Money" at Trump Exchange, and save his "You're fired!" soliloquies for the boardroom.