Project Details

• Event: CMET Regional Partners’ Conference

• Theme: “New Customer, New World”

• Location: Museum of the Future, Dubai

• Date: November 10, 2022

• Artwork Title: Rethink – Canon AR SoundBYTE

• Medium: Augmented Reality + Print + SoundBYTEs

• Technology Partner: Canon Arizona 1380 XT Printer

Concept & Execution

Canon’s leadership delivered the conference’s key phrase:

“Rethink. Revive. Reach — Inspiring a world of change.”

Amrita recorded the spoken word “Rethink” and transformed the unique soundwave of that moment into a hand-drawn visual using her iconic SoundBYTE technique. This waveform became the foundation of the artwork, layered with symbolic illustrations reflecting innovation, disruption, and transformation—the very pillars of Canon’s message.

Augmented Reality Integration

To elevate the experience, Amrita embedded augmented reality (AR) into the physical print.
Using a custom QR code, viewers could scan the artwork with their phones, activating an immersive audio-visual experience:

• The original voice message plays.

• The soundwave animates.

• The artwork “comes alive” in 3D, bridging digital and physical storytelling.

Canon Technology

The artwork was printed using Canon’s Arizona 1380 XT flatbed printer, showcasing the exceptional clarity, texture, and detail achievable through Canon’s advanced print systems. It served not only as an artistic piece but as a live demonstration of Canon’s technical excellence.

Beyond the Art: A Voice in Innovation

Amrita also took the stage during the conference’s Frontiers of Innovation panel:

“A Glimpse of What’s Possible: The Evolution of New Business in the New World”

Alongside leading futurist Dr. Jane Thomason and Deep Knowledge Group’s Baha Hamadi, Amrita explored how the Metaverse, NFTs, and AI are reshaping creative industries and redefining customer experience.

Her presence brought a fresh, artistic perspective to a tech-forward discussion, proving that creativity is just as essential to innovation as code or strategy.

Significance

This collaboration wasn’t just an artwork—it was a philosophical and technological alignment between two forces pushing boundaries in their respective fields.

• Canon: A global leader in imaging and printing technology

• Amrita Sethi: A pioneer in immersive, sound-driven digital art

Together, they created a new kind of visual communication: one that speaks, listens, and evolves with its viewer.

Quote from Amrita

“Rethinking is not just about change—it's about listening to the future. With Canon, we didn’t just print sound. We made sound speak, move, and inspire.”

Legacy

The Rethink – Canon AR SoundBYTE is more than a conference piece. It represents a new blueprint for enterprise storytelling—one where corporate messages are not only seen and heard, but felt.