"Presidents have always used invitations to the White House as a prestigious reward for friends and supporters, but Trump's rebranding of an iconic area of the People's House is unprecedented. It's a fresh example of how the billionaire Republican is replicating the gilded and cloistered bubble of his private life inside the confines of the most famous government housing in the country."
"Trump has long understood the allure of exclusive spaces In his first term, Trump had an eponymous hotel on Pennsylvania Avenue a few blocks away from the White House and would go there often for dinner. But the Trump family sold the property during President Joe Biden's administration, leaving him without a uniquely Trump establishment in the city in his second term."
The Rose Garden has been converted into the Rose Garden Club, featuring a new stone patio, White House kitchen food, and a playlist curated by President Donald Trump. Invitations have gone primarily to political allies, business executives, and administration officials, making access exclusive. The area is presented as a taxpayer-supported imitation of Mar-a-Lago and has been named and scheduled for formal events. The rebranding departs from traditional White House norms and mirrors elements of Trump's private, gilded social spaces. Trump previously owned an eponymous hotel nearby that was sold during the Biden administration.
Read at Fast Company
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