‘We’re Auramaxxing Washington, D.C.’: Now, the Trump Administration Is Pouring $5.1 Million Into Gold-Plating the Lincoln Memorial Equestrian Statues
More vanity projects.
The Trump administration just dropped a shiny new plan to regild the four iconic equestrian statues near the Lincoln Memorial, and it’s going to cost $5.1 million. The Interior Department announced the project on June 4, 2026, calling it part of their effort to “auramaxx” the nation’s capital ahead of America’s 250th birthday. If you’re scratching your head at that term, you’re not alone – it’s Gen Z slang for maximizing your “aura,” and it’s already sparking strong reactions online.
According to The Hill, the statues, known as the Arts of War and Arts of Peace, were gifted to the U.S. from Italy about 75 years ago. This regilding project marks the first time they’ve been restored since 1971, and the administration is framing it as a key part of their push to spruce up D.C.’s landmarks.
The National Park Service has tapped The Gilder’s Studio, a Maryland-based company specializing in architectural gilding, to handle the job. This isn’t their first rodeo. They’ve worked on high-profile projects before, including regilding the First Infantry Division Monument near the White House during the Biden administration and the American Expeditionary Forces Memorial during Trump’s first term.
The $5.1 million price tag is eye-catching
However, it’s not the only recent effort to give D.C.’s monuments a facelift. Just weeks ago, the administration celebrated updates to the Lincoln Memorial Reflecting Pool, another project aimed at making the capital feel more polished and grand.
Interior Secretary Doug Burgum has been vocal about these efforts, positioning them as part of a broader vision to prepare the city for America’s 250th anniversary celebrations. But not everyone is buying into the hype, especially when it comes to the administration’s choice of words.
The term “auramaxxing” has become a lightning rod for criticism. The Interior Department’s post on X announcing the regilding project used the phrase, and it immediately drew backlash. Some users called it tacky while others mocked the administration for trying too hard to sound relatable.
One user wrote, “This administration is literally not serious. The fact that they’re actually saying ‘auramaxxing’ makes it so tacky, cringe, and repulsive already. Congrats, you tried too hard and, of course, because you’re filled with a bunch of spiritual boomers, are unrelatable.” Another chimed in with, “Oh FFS. You are neither serious nor intelligent people,” sharing a screenshot of the term’s definition for emphasis.
This isn’t the only time the Trump administration has faced heat for its use of Gen Z slang
The White House also posted a photo of the President holding a sign comparing the height of the Lincoln Memorial Reflecting Pool to skyscrapers, captioning it simply “mogged.” The term, which means to dominate or impress, was met with similar eye rolls.
According to Reality Tea, one user wrote, “It’s embarrassing that the federal government is using teen speak to talk about its accomplishments.” Another added, “I’m already getting annoyed by people adding MAXXING TO WORDS.”
The backlash raises an interesting question: Is the administration genuinely trying to connect with younger audiences, or is this just a misguided attempt at relevance? Either way, it’s clear that not everyone is on board with the approach.
The regilding project itself, though, is moving forward. The Gilder’s Studio has a solid reputation in the field, having worked on everything from the Kennedy Center to World War I memorials. Their expertise in conservation and decorative finishes means these statues are in good hands, even if the messaging around the project has ruffled some feathers.
For those who love D.C.’s monuments, the regilding is a chance to see these historic pieces restored to their former glory. The Arts of War and Arts of Peace statues are striking, and a fresh coat of gold will make them stand out even more against the capital’s skyline. But for others, the $5.1 million price tag might feel like a lot to spend on what some see as a vanity project, especially in the light of the affordability crisis and inflation.
The project is part of a larger trend of high-profile renovations in the capital
The Lincoln Memorial Reflecting Pool updates were another recent example, and the administration has made it clear that more are on the way. Whether you’re excited about the idea of a shinier, more “auramaxxed” D.C. or rolling your eyes at the terminology, there’s no denying that these efforts are changing the look of the city. And with America’s 250th birthday on the horizon, we can expect even more upgrades.
If you’re visiting D.C. soon, keep an eye out for the progress on these statues. The regilding process is meticulous, and it’ll be fascinating to watch these iconic pieces transform. Just don’t expect everyone to agree on whether “auramaxxing” was the right way to announce it. Whether it’s a clever way to engage younger audiences or a cringe-worthy misstep, it’s certainly memorable.
(Featured image: Smash the Iron Cage)
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