Dentsu Indonesia and Samsonite have introduced “Scholar Panel,” a noise-reducing solution made from recycled luggage waste to address the effects of aircraft noise pollution on schoolchildren near Indonesia’s Soekarno-Hatta Airport.
Scholar Panel aims to create a quieter learning environment while promoting sustainability by repurposing discarded suitcases.
Dentsu Indonesia led the project from ideation to execution, conducting research, overseeing construction, and developing the advertising and PR strategies. The initiative was launched in collaboration with Kamal 09 Elementary School, where more than 2,000 discarded suitcases from Samsonite’s annual trade-in program were repurposed into Scholar Panel.
According to the campaign, students in schools near Indonesia’s busiest airport are regularly exposed to noise levels exceeding WHO safety standards, which can contribute to hearing loss and other health issues. Scholar Panel is designed to counteract this by using a layered system consisting of 2 cm-thick recycled luggage panels, a Glass Fiber Reinforced Concrete board, and a steel frame.
The panels, installed at a 30° angle, deflect aircraft noise traveling at 6–7.5° upwards, reducing classroom noise by up to 40 dB. Extensive research and collaboration with architects and acoustic consultants ensured the panels’ effectiveness said Dentsu in a release.
Since its implementation, Scholar Panel has made a significant impact, transforming the learning environment of over 2,500 students, gaining widespread recognition and attracting government support.
“At Samsonite, we believe travel should not only bring comfort but also create a positive impact,” said Aldila Adininggar, Senior Marketing Communications Manager at Samsonite Indonesia.
“Partnering with Dentsu Creative Indonesia has allowed us to transform an often-overlooked challenge into a meaningful solution. Their expertise in concept and execution has been instrumental in bringing Scholar Panel to life.
“This initiative goes beyond upcycling—it’s a testament to our commitment to sustainability and innovation, turning our trade-in program into a force for real change in communities.”
Defri Dwipaputra, Executive Creative Director, Dentsu Creative Indonesia, added: “Scholar Panel is a testament to the power of creative problem-solving and collaboration.
“Our team immersed themselves in understanding the challenge—conducting on-ground research to analyzing acoustic data to uncover the best possible approach.
“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.”
