Special Report: Ivanka Trump, scion of brand sophistication

With construction of Trump Tower Century City well underway and set to provide buyers in Southeast Asia with one of the world’s most recognisable luxury brands, Ivanka Trump and her brothers are already setting their sights on regional expansion.

At 31, businesswoman, heiress, socialite, writer, mother and former model Ivanka Trump is executive vice president of development and acquisitions at The Trump Organisation. She founded the Trump Hotel Collection with her brothers back in 2007, and the company has since grown to be regarded as one of the leading hotel management firms in the industry. In addition to overseeing operations, Trump also spearheads the interior design decisions for the Trump Hotel Collection properties and provides the creative vision for the brand as a whole.

Working in partnership with Century Properties, she has played a key role in the brand’s much publicised Trump Tower Century City project, driving the development’s position as a bold luxury statement for Asia and creating what will soon be an iconic landmark on the city’s skyline. Property Report editor Jules Kay asked Ivanka Trump for her insights on Trump Tower Manila, luxury branded real estate and Asia’s market potential.

Ivanka on choosing Manila as a location for such a major project…

“We chose Manila for the launch because we knew that a market such as Manila would have a deep appreciation for what the Trump brand stands for. It’s thrilling to see our vision realised and we are overwhelmed by the excitement for the project and its highly anticipated completion.”

Ivanka on the reasons for building a mixed use development…

“The majority of our opportunities are mixed use with a hotel and residential component. Our global expansion plans are heavily focused on gateway cities and premiere resort destinations, which is a highly competitive market place, but our ability to add tremendous value to both the residential and hotel components of luxury mixed use projects uniquely positions us against our competitors.”

Ivanka on the interior choices for the Trump Tower Century City residences…

“The interior design choices were inspired by three iconic New York City locations. Park Avenue, Fifth Avenue, and SoHo. The Park Avenue overall design philosophy is classic and timeless with a fabulous elegance and lush greenery representative of its namesake. Fifth Avenue evokes the upscale retail shops and deluxe real estate from the most expensive avenue in the world with art deco accents in light wood veneer floors and walls, marble, granite and much more. The SoHo inspired interior blends elegance in its decorative cast-iron façade and trendy interior design through high contrast hues, which I love.”

Ivanka on the concept of luxury around the world…

“Regardless of the region Trump standards are always the same. The Trump concept and execution of luxury is the culmination of many years of experience and dominance in the luxury property space and we will continue to adhere to these standards as we hopefully experience more growth in Southeast Asia. Trump Tower Century City1s emphasis on sophistication, quality and craftsmanship is evident in its many amenity spaces. The building is the first condominium in the world to use a selection of Hermès home collections for its amenities and common areas among many other luxurious details and signature Trump touches.”

Ivanka on approaches to luxury hospitality in Asia…

“Hotel guests in the Asia Pacific region have very high expectations of both hotel design and service levels. The unique approach to luxury development in the region is one of very high quality and an emphasis on food and beverage offerings and customised service. Fortunately, one of our brand pillars is to have world-class restaurants in all our Trump Hotel Collection locations and we will certainly continue to deliver this brand promise in our Asian hotel developments.”

Ivanka on key elements of the Trump Collection properties that distinguish the brand from other global names…

“There are three distinguishing factors of the Trump Hotel Collection: location, physical structure and personalised service. Our hotels deliver the very best of each factor and are defined by unparalleled customer satisfaction domestically and abroad.”

Ivanka on the potential in the Asia region for more Trump branded real estate and hotels…

“We are concentrating globally on the major gateway cities and world-class resort destinations. In the Asia Pacific region, we have identified China as a major point to focus our development efforts. To that end, we have appointed a key industry executive to spearhead our growth efforts in Greater China. In addition to Trump Tower Century City we have a branded residential project in Pune India. Sales of units in these projects have been brisk and at a price which represents a substantial premium to market. Resort areas in Asia where we are actively pursuing hotel management contracts include the Gold Coast of Australia, the Maldives, Bali and Phuket. We are also exploring opportunities for branded commercial office space, retail malls and golf courses. We are very positive about our growth in the region across our various platforms due to the Trump brand’s strong aspirational nature and our reputation of consistently delivering the highest quality of product and service that increasingly resonates with the growth of the affluent sector of the Asia Pacific region.”

ABOUT IVANKA TRUMP

Born: October 30, 1981.

Education: Spent two years at Georgetown University before transferring to the Wharton School of Business at the University of Pennsylvania, where she graduated in 2004 with a BS in Economics.

Business: Working with Dynamic Diamond Corp., she designed and introduced a line of jewellery at the brand’s first flagship retail store in New York City. She has also released her own brand of handbags and footwear.

Publishing: Ivanka wrote a book entitled The Trump Card: Playing to Win in Work and Life, which was published in 2009.

Television: She has appeared on the judging panel of reality television shows ‘The Apprentice’ and ‘The Celebrity Apprentice’.

Modelling: First magazine cover was on a 1997 issue of Seventeen. Since then she has featured in campaigns by Versace, Marc Bouwer, Thierry Mugler and Tommy Hilfiger. Trump has appeared on the covers of Forbes, Elle Mexico, Golf Magazine Top Choice Magazine and inside Harper’s Bazaar.