The Golden Escalator Ride That Entered U.S. History
Ten years ago, on June 16, 2015, to the soundtrack of Neil Young's famous song "Rockin' in the Free World," billionaire Donald Trump and his wife, Melania Trump, slowly descended the gold-plated escalator at his Trump Tower in New York (USA), waving to the gathered crowd awaiting a speech that would go down in his political history.
Transitioning from a businessman, billionaire, and reality TV star with absolutely no prior political experience, Donald Trump launched his political career in 2015, as he approached the age of 70. During the press conference on June 16, 2015, at Trump Tower in New York, he announced his candidacy for the 45th Presidency of the United States, with the slogan "Make America Great Again."
Politico dubbed it "The Escalator Ride That Changed America." Meanwhile, The Guardian described it as a "surreal day when Trump kicked off his bid for president" with a "Golden escalator ride."
U.S. President Donald Trump himself remarked that it was the "famous escalator scene"; "It looked like the Academy Awards."
Meanwhile, Donald Trump's biographer, Michael D'Antonio, observed: Trump Tower, and specifically its lobby, was constructed as a stage for Trump's life.
This event entered political history but also sparked some controversy, as Neil Young later voiced objection to the use of his song, stating he did not grant permission and supported another candidate. Nevertheless, the image of Trump descending the escalator against that musical backdrop remains the opening moment of his successful campaign.
Elevators, Escalators, and U.S. President Donald Trump
In a commentary on U.S. President Donald Trump's golden escalator ride, The Conversation noted that the escalator has long been a potent symbol of social mobility in America. It represents the belief in the ease with which Americans can rise to the top, achieving success and high status within the social and economic system. For this reason, it has appeared in a series of political campaigns in the land of the Stars and Stripes.
Donald Trump's reality TV show "The Apprentice" also clearly embodied the message of advancement and social mobility. At the end of each episode, contestants were taken into an elevator to "ascend to the luxury suite"—or end the game and "return to the streets." In photo: A scene from the reality TV show "The Apprentice".
Contestants selected by Trump for the next round would take the elevator up to the boardroom and the high-rise penthouse. "The Apprentice"—where the elevator served as a symbol for the upward and downward mobility of American citizens within the U.S. economic and social system.
For U.S. President Trump, traveling by escalator is a symbol of power and social mobility. In his book The Art of the Deal, he took great pride in mentioning the immense cost of installing the golden elevator system at his famous Trump Tower.
During his first campaign run, elevators at Trump Tower (New York) all displayed images of him alongside the slogan "Make America Great Again." In photo: The elevator lobby of Trump Tower in 2016. REUTERS
According to The Conversation's assessment of Trump's 2015 gold escalator ride: Trump's descent on the escalator—instead of ascending, as if he were condescending to come down rather than inviting us up—upended this symbol.
For decades, elevators and escalators have become a symbol cited by many Americans in debates regarding economic inequality and globalization. For many, it embodies how the economy has operated, how it seems to no longer function, and how it might work again.
The political significance of elevators has changed over time, but it has never disappeared. Both left-wing and right-wing candidates in the U.S. are fond of using elevator imagery in their media campaigns. Illustration: Laurène Boglio
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