Without a doubt, Donald Trump has made the Oval Office a different place. He’s turned it into a gilt-edged, dragons-and-all reflection of his own personal brand. The changes reveal impressive gold detailing that embellishes the ceiling, door frames and fireplace. Bonus points, too, for including in their depictions the installation of massive gold trophies and vases. Trump’s obsession with gold is evident all throughout his decor. It also affects his business interests and the gifts he accepts from foreign heads of state.
In perhaps the most gaudy display of excess, Trump placed gold drinks coasters with his name on them throughout the Oval Office. This gilding is indicative of the larger trend of luxury items that have better defined his presidency. Among the most famous gifts accepted, however, was a “golden pager,” gifted by Israeli Prime Minister Benjamin Netanyahu back in February. This gift took center stage in Israel’s military operations against Hezbollah in Lebanon. More broadly, it highlighted the growing nexus between public diplomacy and personal brand-building.
Apple CEO Tim Cook further stoked the gold craze in August. To sweeten the deal, he bestowed upon Trump an engraved glass disk with a base of 24-karat gold. This impressive welcoming gesture isn’t surprising, considering the high-profile relationships President Trump has built with popular figures within the tech industry.
On a separate front, Trump often eschewed the temporary Oval Office for an even more permanent line of gaudy decor. To me, this sign felt like something that was printed out on paper and taped to the wall. Its temporary nature as well as its shockingly gaudy lack of elegance inspired outrage.
Trump’s gold impulse goes well beyond his office’s gaudy decor. In June, he launched a new mobile phone service with accompanying $499 gold-plated smartphone. This launch fits right in with his taste for opulence and technology, further solidifying his brand as a businessman-turned-politician.
In December, the then president-elect Trump announced plans for a new $1 million “gold card” visa to lure rich foreigners to the U.S. This relatively small initiative is at the very core of his broader economic strategy. It’s the latest example of his never-ending quest to monetize every corner of his presidency.
That’s what occurred last month when another group of Swiss billionaires showered Trump with a remarkable gold Rolex desk clock. They celebrated him with a $130,000 engraved gold bar. As one of the outcomes from their conversation, Trump agreed to drop tariffs on Swiss exports from 39% to 15%. This action underscores the ability of individual gifts to influence foreign trade policy.
Trump’s fascination with gold not only decorates the Oval Office but permeates his relationships with global leaders and his business initiatives.
“Once this board is completely formed, we can do pretty much whatever we want to do, and we’ll do it in conjunction with the United Nations.” – Donald Trump
From this new Oval Office, Trump continues to make this world his stage with his characteristic synergy of showbiz and high luxury. Observers criticize this gold-focused paradigm as lacking more personal flavor. It perhaps points to something much more profound that is related to his leadership style and guiding vision of America.