Aidan Anderson of ‘The Local Project’

In a recent episode of WITH THE FOX, host Marty Fox sat down with Aidan Anderson, the visionary CEO of The Local Project, for a wide-ranging conversation about design, business, and the unexpected journey that turned a furniture maker’s Instagram page into a global design empire. The interview peeled back the curtain on Anderson’s rise – from a 21-year-old Sydney carpenter posting photos of his work to the leader of a multimedia powerhouse with over 4 million followers, a thriving print publication, and an ambitious new venture into luxury real estate.

What began as a passion project in 2015 has since evolved into one of the most influential design platforms in Australia, New Zealand, and beyond. Yet, as Anderson shared with Fox, the ethos remains the same: celebrating great design in a way that feels authentic, aspirational, and accessible.

Now, with the launch of On The Market—a curated real estate platform for architecturally significant homes—Anderson is bridging the gap between inspiration and ownership. “For years, people have been asking, ‘Can I buy this house?’” he told Fox. “Now, we’re giving them an answer.”

From Humble Beginnings to a Design Powerhouse

Aidan Anderson never set out to revolutionise the way the world engages with architecture and design. Nine years ago, he was a 21-year-old carpenter and joiner in Sydney, crafting furniture in a small workshop and posting photos of his work on Instagram. Today, he’s the CEO of The Local Project, a globally recognised multimedia brand with over 4 million followers, a thriving print publication, and an ambitious new venture into luxury real estate.

Anderson’s journey began in 2015 when he launched The Local Project as a passion project—an Instagram page documenting his furniture-making and celebrating local craftsmanship. “The first post was probably a terrible dining table I made for a friend of a friend,” he laughs. “If you scroll back far enough, you’ll see it—though I don’t recommend it.”

What started as a side hustle quickly grew into something much bigger. Anderson noticed a gap in the market: traditional design publications were slow to adapt to digital, leaving room for a fresh, community-driven approach. By showcasing not just his own work but also the projects of architects, designers, and makers, The Local Project became a hub for design lovers.

The Evolution of a Brand

• 2015: A one-man Instagram page featuring handmade furniture.

• 2017: Expanded into video content, documenting architecturally significant homes.

• 2020: Launched print publications (The Local Project, The Commercial Project, The Local Marketplace), with a combined annual circulation of 200,000.

• 2023: Entered the U.S. market after analytics revealed 25% of their audience was American.

Anderson’s secret? Authenticity over elitism. “Design used to feel exclusive, like it was only for the ultra-wealthy,” he says. “We’ve helped democratise it by making beautiful spaces feel aspirational but accessible.”

The Next Big Move: ‘On The Market’

One question has followed Anderson for years: “How much does this home cost, and can I buy it?” After countless comments and inquiries, The Local Project is launching On The Market, a curated digital platform for architecturally significant and high-value properties (typically $5M+).

What Makes It Different?

Unlike mainstream real estate portals, On The Market is design-first:

• Exclusively Curated: Every listing is handpicked for architectural merit.

• High-End Storytelling: Properties are presented with The Local Project’s signature cinematic visuals.

• Global Audience: Targets design-savvy buyers, particularly in Australia, New Zealand, and the U.S.

• Print Integration: A luxury print edition will complement the digital platform.

“We’re not competing with Domain or REA,” Anderson explains. “We’re creating a space for the kind of homes our audience dreams about—and giving them a way to actually own them.”

Why This Works Now

The Rise of Design-Conscious Buyers

•Anderson’s audience is affluent (50% own multiple homes) and deeply engaged with design.

•Buyers increasingly prioritise aesthetics, sustainability, and craftsmanship.

The Power of Trusted Curation

• In an era of overwhelming digital noise, a vetted selection of properties adds value.

A Natural Extension of the Brand

• Many homeowners already commission The Local Project to feature their homes before selling, knowing it adds prestige.

What’s Next for The Local Project?

With 70 employees across Australia, New Zealand, and North America, Anderson isn’t slowing down. Upcoming plans include:

• Further U.S. expansion, with a focus on architecturally rich markets like California and New York.

• New content formats, including a Milan Design Week series debuting soon.

• More print innovations, reinforcing the brand’s luxury appeal.

“At the end of the day, we’re still about celebrating great design,” Anderson says. “But now, we’re also making it possible for people to live in it.”

Follow The Local Project’s journey at thelocalproject.com.au or on Instagram @thelocalproject. ‘On The Market’ launches in the coming weeks.