Every morning creatives cycle, tram and walk through the heart of the 30km/h speed limit trial area to the neon printed doors of the Jacky Winter Group. 

New York City ex-pat Jeremy Wortsman leads the business, a creative production and artist representation group. A global brand with offices in Manhattan and Collingwood, they solicit, produce and manage advertising and design. 

The surrounding cafés, artist studios and small businesses make for an attractive reason to work in the buzzing hub.

“I think a lot of people paved the way with the precinct and it’s obviously grown so we just wanted to be where the other core businesses were,” Jeremy said. 

The Budd Street premises also house Lamington Drive, a gallery space for the work of artists and illustrators. With patrons visiting the gallery on a drop-in basis or for special events, Jeremy knows that slower speeds on the roads encourage feet on the street.

“It’s a lot harder for business to thrive in this area if you don’t have foot traffic. So having areas that are conducive to bringing people here are obviously going to benefit them.”

Over the past few years the Jacky Winter team has made a home for themselves in the small inner-city suburb, enjoying a coffee at local café Cibi, or having after work drinks at The Gem. 

According to Jeremy, the neighbourhood is an extension of the office for his team, and they enjoy having access to all the area has to offer.

However with staff members and customers constantly moving around Collingwood, Jeremy is conscious of safety. 

“The stories you hear of people being hit by cars or having car accidents as a cyclist or a pedestrian in Melbourne, it’s like the more you talk about it the more you realise it’s a common occurrence.”

Collingwood has a compact and thriving population of businesses. For Jeremy this means that they need practical solutions to increase road safety. 

"Creative places can't always include car parking, so if you want to include and welcome everyone, you need to accommodate cyclists and pedestrians."

Jeremy added that slowing down benefits the people of Fitzroy and Collingwood, giving them a reason to check out what’s happening in the suburb and move freely. 

“I think it’s really about getting more foot traffic and feeling like it’s a place you can explore more.”

The 30km/h trial has the ability to reduce congestion in the suburb and increase real and perceived safety levels, but for Jeremy it’s not just about that. It’s about fuelling the local economy and getting more people in the area fostering local creativity.

“I mean, anything that brings more people safely to where the businesses are is going to be better for everyone.”