Collingwood, VIC – Juddy Roller has unveiled the second mural in its ongoing, self-initiated program to reignite the authentic street art spirit of Fitzroy and Collingwood, with a major new work by renowned graffiti artist Sofles just completed on Smith Street.
Delivered entirely independent of commercial commissions or council grants, the mural is fully funded by Juddy Roller, with paint materials generously donated by Dulux. The project is part of a broader effort to reconnect the area with the raw, artist-led energy that once defined it as the heart of Melbourne’s street art movement.
Sofles also contributed a significant portion of his time, underscoring his personal commitment to the neighbourhood and to preserving the cultural integrity of the local street art scene.
The mural follows Juddy Roller’s first nearby work by Japanese artist Hiroton, created as part of the POSCA International Mural Exchange, located just 50 metres up the road. Together, the two murals act as a deliberate re-anchoring of Smith Street as a living street art corridor, not a curated backdrop, but a place where artists are once again invited to paint with intent, freedom, and authenticity.
A Deeply Personal Return
For Juddy Roller Founder and Creative Director Shaun Hossack, the project carries particular significance.
“Juddy Roller Studio was based in Fitzroy for around 15 years,” Hossack said.
“During that time, we curated and produced countless murals throughout Fitzroy and Collingwood. We’ve since moved on from that physical location, but our heart has never really left this area, and that’s exactly why projects like this matter.”
Hossack said the new Smith Street mural is not about nostalgia, but about continuity.
“This neighbourhood played a huge role in shaping Melbourne’s street art culture. The original Everfresh Studio era was happening around us, international artists were coming and going, and walls were being painted because artists genuinely wanted to paint them, not because they were commissioned or to develop an art career.”
During that period, Fitzroy and Collingwood became a global reference point for street art, with international and Australian artists regularly passing through and leaving their mark. Artists such as Banksy, Invader, Smug, Rone, and Adnate were among those painting in and around the area as part of a loose, organic creative ecosystem.
“That sense of movement, cultural exchange, and experimentation is what made the area so special,” Hossack said.
“This project is about honouring that spirit, not by recreating the past, but by creating space for artists to work authentically again, right here on the street.”
Reclaiming Street Art’s Original Purpose
Juddy Roller’s Smith Street program is intentionally modest in scale but ambitious in intent: to prioritise artist-led work, local relevance, and cultural value over branding or spectacle.
“These murals aren’t about advertising, and they’re not about Instagram moments,” Hossack said.
“They’re about reminding people that street art, at its best, is a form of cultural expression that belongs to the street first.”
With Sofles’ mural now complete, Juddy Roller hopes the project will encourage renewed appreciation for Fitzroy and Collingwood as places where street art can still be bold, challenging, and rooted in community
