Sources say a development site owner has secured rights to use the Trump Tower brand, for a site it owns near the Crown Casino, in Southbank.
Though the most famous Trump Tower sits on the East River in Manhattan, there are others in the United States which all share similar qualities of up to sixteen foot ceilings, extraordinary room proportions, private spas, health clubs, valet parking and around-the-clock concierges.
A licence to use the brand is available for purchase, sources say.
All eyes turn to the Southbank site owned by interior office designer Tony Schiavello, immediately to the west of Australand’s Freshwater Place.
In 2002, Mr Schiavello lodged plans for the 225-metre, 60-level, Prima on Southbank apartment tower – and in 2004, beat the State Government to retain the controversial permit, which would make it the second biggest building in Melbourne.
Marketing however never commenced, and sources said the project was to be temporarily shelved until 2009.
Mr Schiavello was not available when contacted by Capital Gain.