Tremendous Vacancies

Chicago’s Trump Tower entices potential tenants by excluding the Trump brand

Architecture Midwest News
Chicago's Trump Tower entices potential tenants by excluding the Trump brand. Trump Tower in Chicago is looking for tenants for its 66,000 square feet of leasable space. (Edward Stojakovic/flikr)

According to New York-based real estate developer RKF, 401 North Wabash Avenue in River North offers unparalleled retail and restaurant opportunities. Located just steps from Michigan Avenue, 401 North Wabash Avenue is “the perfect entertaining and dining destination,” provides “spectacular views of the Chicago River” and proximity to Nordstrom, Dylan’s Candy Bar and the Apple flagship store. A glossy marketing flyer on the RKF website fleshes out the appeal of the 66,000 square feet for lease in the 98-story building. For a potential retail tenant, there is little not to love, except for the five 20-foot tall letters spelling out the owner’s name: T-R-U-M-P.

RKF is marketing space for rent inside Trump Tower without using the Trump name. (RKF)

With only 1,000 square feet of the Trump International Hotel and Tower being leased out, RKF is trying a new tactic to sell the nearly three floors of empty space in the building. With the sole tenants being the Anthony Cristiano Salon and a gift shop selling Trump shot glasses and playing cards, RKF is selling Trump Tower’s positive points without using the Trump name, and even omitting the Trump sign in photographs of the building. Marketing materials for the space only note the Trump name once, on a map of neighboring businesses, in small text.

Designed by Skidmore, Owings & Merrill and completed in 2008, the terrace and riverwalk spaces inside Trump Tower were never fully occupied. RKF was hired in 2014 to lease the retail space, coming on board just in time for the controversial sign to be erected, sparking a Twitter war between Donald Trump and Chicago Tribune architecture critic Blair Kamin. First floor retail space was converted to meeting and event rooms in 2015 in an attempt to make the space more marketable. Residential tenants have attempted to distance themselves from the Trump brand, and SOM refers to the building as “401 North Wabash Avenue” on its website.

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