Furniture maker to publishing powerhouse

However, moments of reflection are inevitable, and one poignant incident occurred on a Summer’s afternoon in late 2023. “Entering the bustling office, and making my way to the desk, a profound realisation hit me. Pausing, I looked around, and it hit me just how far TLP has come from the days of just me and an Instagram page in a dusty workshop in Botany,” he humbly reflects, recognising the expansion of his team to 60 individuals, encompassing writers, editors, photographers, videographers, business development executives, digital strategists, and more.

“It wasn’t a feeling of pride, exactly, but it was this deep appreciation for being part of this incredible team. It was a real ‘pinch-me’ moment and a reflection of the journey and all the small steps that have led to this point,” he says graciously. 

Those “small steps” are the rungs on a ladder that have created one of Australia – and the world’s – most contemporary integrated media brands. Yet pursuing fame or fortune was never Aidan’s intention. Honing his craft as a furniture maker in his early twenties, Aidan spent his days collaborating with local carpenters, joiners, and trades. He recalls having a strong resonance and respect for industry’s pursuit of precision and perfection.

Witnessing the creation of each piece, and the journey its maker embarks upon, both physically and intellectually, ignited Aidan’s passion to showcase this symbiotic relationship, and his keenness to stimulate creative conversations. With an inkling that others would be interested too, he established a small workshop in Botany that welcomed local design-led makers and creators and documented their work through a new photo-sharing app, called Instagram.

It wasn’t just Sydneysiders who appreciated his work, but those across Australia, and to Aidan’s occasional disbelief, the audience tracked progressively up from 100 to 1,000, to 10,000 to 100,000, and so on. 

What started as a side project had become not only a physical destination for collaboration, community, and connection, but a digital one, that was captivating audiences from Sydney to Melbourne, Auckland to New York, and in between. The Local Project was born. 

Collaborating with some of the industry’s best and brightest allowed Aidan to continue pursuing new heights with an evolving vision: “To create a platform and community where design isn’t just seen, but felt and experienced, through the stories of the designers, makers, creatives and architects behind it.”

Eight years, and an audience of some 3.5 million people later, Aidan’s not overly comfortable with the spotlight. While he’s gregarious and extroverted (sharing that he’s always eager to introduce himself to new people, with or without an agenda; and the critical role that networking has played in his success), he’s anchored by a deep sense of focus and logic. A man who won’t apologise for his dedication or resolve; yet is measured and calm while pursuing it. “I am undeniably a driven and competitive person… I am deeply passionate about the work we do and this translates into a relentless pursuit of both personal and professional growth,” he shares.

The Local Project’s expansion into the US at the start of 2023 delivered a new challenge for Aidan and the team. How would the North American market respond to their content? And was there an appetite for US content, in Australia?

Regular trips to the USA have reaffirmed the success of the strategy, and the team’s flexibility allows TLP to pursue the best design wherever it may be. “The international design community has recognised the prowess of the Australian architecture and design sector. I am continually struck by the admiration and respect it commands on the global stage,” he notes.

It’s possible that Aidan feels a sense of stewardship in continuing this, while remembering to hero the Australian people, and places, that continue to build it. “Our fascination with homes and architecture [in Australia] stems from a basic yet profound connection. We can all appreciate the idea of ‘home’ and ultimately, I think there’s this universal aspect to domesticity that makes homes relatable to everyone,” he says, while sharing that the features that resonate the most with The Local Project audience are often not the most expansive, or expensive. 

“They’re often homes with a distinct story or character, a unique way of living or an innovative feature coupled with a great narrative.” Add to that the human curiosity in how others live, and you can see how – and why – The Local Project has made its mark. “There’s no singular way to create a home, and that diversity in living styles is intriguing,” he says.

When Aidan is not travelling, you’re likely to find him in The Local Project’s industrial-style office space in Alexandria. Soon though, you’ll have to head a few doors down, to their purpose-built, tri-level production studio and office space that is currently under construction. Described as a “game-changer”, Aidan tells us the space is “a physical representation of our growth and the direction we’re heading in.”

Like many, Aidan’s schedule most days is a “whirlwind of meetings, emails, and workshops,” and despite regretting that he can’t be on set like he once could, he’s not complaining. “My true passion lies in strategy, planning and growing our audience. So even though I’m often anchored to my desk, deeply immersed in front of my laptop, it’s where I thrive. I’m right where I love to be.”

While the days of a dusty workshop are gone, Aidan is very much still a creator at heart, like those he once learnt from. Spirited locals, deeply committed to their craft, and never too important to get their hands on the tools.