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Ask almost anyone outside the industry what comes to mind when they think of acoustic panels, and the answers tend to fall into the same categories. Functional but not beautiful. Bulky and out of place. Plain, boring, and utilitarian. At best, they’re seen as a compromise - solving a noise problem while taking away from the design vision. At worst, they’re thought of as clunky foam tiles that cheapen a space.
This perception is one of the biggest barriers for both consumers and design-conscious architects. Acoustic panels are often treated as add-ons: necessary, but never desirable. The underlying sentiment? They don’t belong in beautiful interiors.
dbsorb's mission is to change that perception. Acoustic solutions don’t have to be afterthoughts. They can be designed in from the very beginning, so seamlessly integrated that most people wouldn’t even realise they’re acoustics at all. Instead, they read as part of the architecture, the furniture, or the art.
Designing with Identity, Storytelling, and Sound in Mind
When Fonterra moved into its new Hamilton headquarters at South Bloc, the brief was clear: create a workplace that reflected Waikato’s natural landscape and the co-operative’s deep connection to the region. Designed by Chow:Hill in partnership with Designwell, the fit-out celebrates geothermal energy, glowworm formations, and the wider Waikato environment. The goal was to weave cultural storytelling and sustainability into every layer of the space.
dbsorb's role was to solve a challenge many projects like this face: how to deliver serious acoustic performance without disrupting the visual narrative. Rather than adding panels that looked like panels, we embedded imagery and identity into the acoustic treatment itself.
Acoustic Panels That Look Like Art
Using dbPrint™ technology on our Decosorb acoustic panels, we reproduced imagery inspired by Waikato’s landscapes and Fonterra’s brand. The acoustic art panels were trimmed and framed locally, hung on walls throughout the office like artworks.
The result is a dual-purpose system: high-performing acoustics disguised as cultural storytelling. Employees and visitors don’t walk past “acoustic panels.” They walk past framed pieces that speak to Fonterra’s heritage, while quietly benefiting from improved sound comfort in the workplace.
The designer, already aware of our print technology’s durability, supplied the imagery directly. From there, our team translated it onto panels as acoustic art that meet strict fire compliance and performance standards, ensuring the workplace remained both safe and acoustically balanced.
Sustainability Front and Centre
Sustainability was as important to Fonterra as it was to dbsorb. The printed baffles used recycled content, VOC-free materials, and a lean manufacturing process that avoided unnecessary waste. Beyond installation, their longevity and adaptability mean they’ll remain part of the space’s identity long term, avoiding the need for replacement or landfill-bound offcuts.
For dbsorb, this project reflects a broader philosophy: sustainable design isn’t just about the materials you use, but also about how long solutions last, and how well they integrate into a space’s life cycle.
Outcome
The Hamilton office now balances performance and storytelling, with acoustic solutions that nobody would call an afterthought. By blending function with brand and cultural identity, dbsorb helped deliver a workplace where design, sound, and sustainability work together.
This project proves that acoustic panels don’t need to be hidden, tolerated, or excused. With the right approach, they can be part of the story - beautiful, intentional, and essential.
