It has been almost exactly five and a half years since a soft opening marked the "completion" of the Trump Tower in Toronto's Financial District, as exterior details continued to be installed on the then-obviously unfinished condominium and hotel property. The half-decade since the Trump Tower opened its doors have been turbulent to say the least. Lawsuits over misrepresentation among condominium owners, stagnant sales, and financial struggles for the hotel component were only a middle chapter in the Trump Toronto saga. The project would see increased media attention in the years that followed, mostly regarding the hotel's namesake: Donald J. Trump.

Donald Trump's June 16th, 2015 announcement of his candidacy for U.S. President, along with a divisive platform of ignorance and intolerance, further hindered the property's acceptance by a decidedly progressive Toronto. By the time Trump was elected president in November of last year, a sizeable number of condominium units within the tower remained unsold. 

Major news broke earlier this year, when it was announced that the property had been sold for $298 million. Since then, it has been announced that the project will be retrofitted and reopened under Marriott's high-end St. Regis brand, with the project being known as 'The Adelaide Hotel Toronto' until the St. Regis conversion is completed. One of the first steps in the retrofit is the removal of the highly-visible TRUMP logo from the tower's mechanical penthouse level, which is currently underway.

TRUMP signage being removed, image by Greg Lipinski

Photos captured this morning show that the "M" in TRUMP has been removed from the tower's south elevation, leaving only a faint outline, while immediately eliminating the presence of a controversial brand from our skyline.

TRUMP signage being removed, image by Greg Lipinski

Additional information and images can be found in our Database file for the project, linked below. Want to get involved in the discussion? Check out the associated Forum threads, or leave a comment using the field provided at the bottom of this page.

Related Companies:  DesignAgency, Eastern Construction, II BY IV DESIGN, Multiplex, Zeidler Architecture