Commercial Bank of Dubai x Amrita Sethi

A Celebration of History, Innovation, and Sound

Overview

In 2021, to commemorate its 50-year legacy alongside the UAE’s Golden Jubilee, the Commercial Bank of Dubai (CBD) partnered with Amrita Sethi, the UAE’s first NFT artist, to launch a groundbreaking art-meets-technology experience. Hosted at the bank’s Digital Lab in DIFC, the collaboration brought together storytelling, history, and futuristic media—culminating in CBD becoming one of the first banks globally to launch its own NFT collection.

Project Details

• Project: CBD 50th Anniversary NFT Collection

• Location: CBD Digital Lab, Dubai International Financial Centre (DIFC)

• Launch Date: December 2021

• Medium: Physical + Digital (NFTs) + Augmented Reality

• Theme: 50 Years of CBD, 50 Years of the UAE

Concept & Vision

CBD’s journey is deeply intertwined with the UAE’s own rise as a global hub of commerce, culture, and innovation. To honor this shared milestone, Amrita created a bespoke SoundBYTE collection—transforming spoken reflections on CBD’s legacy into visual soundwave artworks.

At the heart of the series is a symbolic bridge between two icons of CBD’s identity:

• The Deira Clock Tower – a nod to CBD’s heritage

• CBD’s DIFC Headquarters – representing its modern future

Amrita’s art visually narrates this transition through time using the waveform of her voice saying commemorative phrases, embedded with illustrations that reflect CBD’s values, evolution, and impact.

Technology & Innovation

NFTs

Each piece was minted as a Non-Fungible Token, creating a secure and traceable digital asset on the blockchain. CBD became one of the first banks globally to issue and exhibit NFT artworks as part of its branding and innovation strategy.

Augmented Reality

QR codes integrated into the artwork allowed viewers to scan and unlock AR animations, which brought the soundwave to life. The physical canvas, when activated through a device, played Amrita’s voice, animated the artwork, and created an immersive, multi-sensory experience.

Exhibition

The art was unveiled at CBD’s Innovation Lab in DIFC, with guests from the banking, tech, and creative industries. Visitors experienced a live demonstration of how tradition and technology could coexist—how a 50-year-old financial institution could engage with art in a form that felt completely future-forward.

Quote from Amrita

“When I create SoundBYTEs, I’m turning something intangible—your voice—into something people can see and feel. For CBD, I wanted to capture not just their words, but the weight of 50 years of service, evolution, and vision. This project wasn’t just art—it was a legacy turned into sound.”

Significance

This collaboration redefined what corporate storytelling can be. It showcased how legacy institutions like CBD can embrace new forms of media, blockchain, and creativity to resonate with a new generation while honoring the past.

• First bank in the UAE to launch NFT art

• First financial institution in the region to exhibit AR-enabled fine art

• A pioneering example of phygital storytelling—merging physical and digital narratives