Dentsu Indonesia, Samsonite turn discarded luggage into noise-reducing panels for schools

Dentsu Indonesia and Samsonite have introduced Scholar Panel, an innovative noise-reducing solution made from recycled luggage waste, designed to shield students from excessive aircraft noise near Jakarta's Soekarno-Hatta Airport.

Aircraft noise pollution poses a serious risk to schoolchildren in this high-traffic area, with sound levels often exceeding WHO safety standards, dentsu said in a release. Prolonged exposure can lead to hearing loss and long-term health issues. Scholar Panel directly addresses this challenge by repurposing over 2,000 discarded suitcases from Samsonite's annual trade-in programme to create noise-deflection panels for affected schools.

Installed at Kamal 09 Elementary School, the Scholar Panel consists of layered, noise-dampening materials, including 2 cm-thick recycled luggage panels, glass fibre reinforced concrete boards, and a steel frame. Strategically angled at 30°, these panels effectively deflect sound waves from aeroplanes flying at 6–7.5° overhead, reducing classroom noise levels by up to 40 dB. The project was developed through rigorous research, involving architects and acoustic consultants to ensure maximum effectiveness.

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Beyond its impact on over 2,500 students, the initiative has gained traction at both industry and government levels. Following its success, the Indonesian government has pledged to expand the programme to additional schools across Jakarta and beyond, the release said. The campaign has also garnered significant media attention, generating over IDR 975 million (US$59,200) in PR value and 101 million total impressions.

Aldila Adininggar, senior marketing communications manager at Samsonite Indonesia, emphasised the company's dedication to sustainability:  "At Samsonite, we believe travel should not only bring comfort but also create a positive impact. Partnering with dentsu Creative Indonesia has allowed us to transform an often-overlooked challenge into a meaningful solution."

Defri Dwipaputra, executive creative director of dentsu Creative Indonesia, highlighted the project's innovation: "Through rigorous ideation and prototyping, we developed a solution that not only repurposes Samsonite's discarded luggage but also effectively mitigates noise pollution. It's a perfect example of how cross-collaboration and strategic creativity can turn a pressing issue into a tangible and meaningful impact for students."

Scholar Panel's success has also been recognised within the industry. At Citra Pariwara 2024, Indonesia's premier advertising festival, the initiative won three Bronze awards in Activity/Event/Ambient/User Experience, Spatial and Environmental Design, and Out of Home (Others) categories.

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