I was intrigued a little bit, since the phrase takes Mies van der Rohe's famous phrase, "Less is more," and puts into what is obviously some real-estate-speak. But what is the development? The next photo in the animated ad wasn't much help:
And the next words made it clear this was a hotel, not a condominium:
Next came the big clue, since the view out the window is looking east down the Chicago River:
Meaning it could be none other than:
Then I got annoyed. Not only is Trump – or at least his marketing folks – casually dropping an aphorism that is considered holy by many in Chicago, where Mies worked for the last half of his life...
But the SOM-designed Trump Tower blocks a the east facade of Mies's tower at 330 North Wabash (formerly One IBM Plaza), his last building in the United States, completed one year after his death.
Pre-Trump (a photo much better than my shot from the Columbus Drive bridge can be seen here):
Mid-Trump:
Post-Trump, pre-sign:
Post-Trump, post-sign:
If this is "more," whoever said "less is more" never needed it.
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