Design Voices: Aimee Wertepny Talks to Designers Today
As we countdown to PROjECT.’s platinum anniversary in August — and get excited about lacing up our sparkly dancing shoes (because ain’t no party like a PROjECT. party, am I right?!) — our very own Founder + Visionary Aimee Wertepny sits down with Designers Today to talk all things now and then, the goopy inbetween, the shiniest moments, and what’s next…
Designers Today: PROjECT.’s design philosophy is to ‘make design matter.’ How did that come about and what does it mean to you?
Aimee Wertepny: As a collective, we share a unified desire to make a difference in the world by using our creative talents to make great designs and make a difference in the world. In terms of our client work, that means elevating lives by designing homes that are unique representations of who they are; homes that are filled with thoughtful connections and comforts that provide peace of mind. But it’s also about using design as a vehicle to make the world a better place; to balance out the bounty of luxury design. Our projects allow us to travel the globe and give back by building schools, mentoring children, supporting indigenous female artists, and more.
It all started about 20 years ago. In 2005 and I was mentoring through Tutoring Chicago, and that’s when I met Malik. He was my mentee and has been my soul sibling ever since. Before he graduated from Howard University [as a Gates Millenium Scholar], we trekked to Tanzania together, where he fell in love with Africa’s heart and soul; its land and its people [like I had many years before]. Over the years, I’ve returned many times. We helped fundraise to build our first school in Tanzania in 2007. Fast-forward and a client introduced us to the work of buildOn, an organization that builds schools in rural communities around the world, alongside inner-city youth from the U.S. So on PROjECT.’s 10th birthday in 2015, we united with a remote jungle village and built a second school in Nicaragua, and another in Nepal in 2019.
DT: From residential to restaurants and spas — and even a yacht! — anyone who visits PROjECT.’s website can see the depth and diversity of your design portfolio. If not a hallmark design style, what would you say is the common thread?
AW: All of our projects definitely have a soulful vibe that our clients connect with, but beyond that each has its own identity that is informed by their lifestyle. Personal, authentic, unexpected… We dig deep to deliver environments that are elevated but never fussy, intentional and surprising, that tell the story of the people who live there and reflect their personalities and passions. And whether it’s a woven leather pendant light made by African artisans or a painting made by an up-and-coming Chicago artist, we always try to work in hand-touched pieces that support the communities we love and, hopefully, shine a light on emerging talent — especially emerging female talent.
DT: Following COVID, you walked away from your beloved warehouse/studio on Chicago Avenue and downsized your full-time team. What does PROjECT. Act II look like?
AW: As our client base changed, so did our business model. Over time, our business has grown to include legacy homes and destination projects that are often second homes outside of the Midwest. Today, our client list includes boss babe CEOs, well-known professionals, female entrepreneurs, and repeat clients who are working with us for the second or third time. We have a full deck of meaningful projects right now in Chicago, Nashville and California with clients who trust in the magic that we can create for them.
Our team hasn’t shrunk; it’s actually grown to include a wide network of skilled contractors with varied specializations who we call upon based on the needs of each project. Every PROjECT. project gets its own bespoke team based on the scope — no more, no less. And, as we speak, we are putting the final polish on our new West Town studio, which will be a space for our design library and client presentations, of course, but also a dope community space for artists to show their work. It’s a space that has been designed for collaboration. The plan is to begin hosting pop-ups and activations with different Chicago makers and shakers across a variety of mediums that align with PROjECT.’s rip-shred, glam-and-grit vibe.
DT: PROjECT. is known for some pretty unconventional design moves, like upholstering a client’s banquette with vintage clothing and using a rug on a ceiling instead of the floor. Is this part of the ‘magic’ that your clients expect?
AW: Our clients don’t care what the neighbors have. And with an established reputation and repeat clients, trust is baked in. It’s really such an honor to have someone hire you and then say, ‘Show me what you’ve got,’ or ‘Present us with the weirdest sh*t and I promise we’ll say yes.” At this stage in the game, I think we’ve earned that heightened level of trust, and oftentimes are hired for creative exploration — for fun and funky ingenuity that’s not a carbon copy of what everyone else has. It’s exciting, and what keeps us on our toes.
DT: What is the PROjECT. 2025 mindset?
AW: It’s not about looking for the best value or the fastest lead times. We’re fortunate to be in a place where we can be selective about the projects we take on, to make sure that we connect with the clients and bring depth to the design plan. We’re definitely in a season of growth. We have a major product launch coming out in the fall and we’re officially rolling out PROjECT. [soul]JOURNs later this year — carefully curated trips across East Africa for filling your days with immersion, exploration, authenticity, arts and culture, wellness, kinship, philanthropy, and joy. [Think tent camps but with the perfect sprinkle of bougie.] So we’re in a mindset of abundance but also intention, which means thinking about the finite details. We believe in supporting those who care about us and the greater good — creatives who have grown with us — and up-and coming artisans, global vendors, and female-owned suppliers or vendors whenever possible.
DT: Where do you envision PROjECT. in the next 10-20 years?
AW: I don’t think I’ll ever quit designing. It’s in my DNA. But maybe in the future it’s not necessarily just homes. Maybe it’s more design trippin’ [group trips] for super immersive, experiential design to my fave locales, too. I’m definitely thinking about the next chapter of my life. I built this company from the ground up and it has given me the opportunity to grow into my inner visionary. It’s been hard at times, challenging every cell of my body, but I always choose to move forward from a position of abundance. What’s meant for me and all of us will be, and even the not-so-great things happen for a reason — they’re a lesson. I wouldn’t change a thing.