Essence of Arabia

Amrita Sethi x L’Officiel Arabia
A fusion of AI, sound, and the soul of the Middle East

Overview

In 2022, L’Officiel Arabia, the iconic luxury fashion and culture magazine, partnered with UAE-based NFT pioneer Amrita Sethi to launch an extraordinary NFT series titled “Essence of Arabia.” This project marked a bold exploration into the intersection of language, sound, artificial intelligence, and regional identity, resulting in a limited-edition collection that is both technically groundbreaking and deeply personal.

Project Details

• Name: Essence of Arabia

• Launched: October 30, 2022

• Medium: AI-generated art enhanced with SoundBYTEs

• Platform: Virtua.io (NFT Marketplace)

• Debut: Web3 Evolve, Waldorf Astoria, The Palm, Dubai

• Partners: L’Officiel Arabia, Virtua, Web3 Evolve

Concept

The "Essence of Arabia" collection was designed to capture and celebrate the cultural spirit of the Middle East through a revolutionary approach—blending spoken language, AI art, and blockchain technology.

Each piece in the collection begins with a spoken word or phrase that encapsulates a defining value of the region—such as “faith,” “family,” “growth,” or “resilience.” These words are then interpreted visually by artificial intelligence, generating unique compositions based on the concepts they represent.

Amrita then adds her signature touch: overlaying the real soundwave of her voice saying the word—known as a SoundBYTE—onto the AI artwork. The result is a layered digital canvas that reflects both the sound and meaning of the word, merging the ancient power of language with futuristic tools.

The Launch

The NFT series was unveiled during Web3 Evolve, a luxury and blockchain-focused conference hosted in partnership with L’Officiel Arabia. Held at the prestigious Waldorf Astoria in Dubai, the event welcomed pioneers in Web3, fashion, crypto, and art, making it the ideal platform to introduce this hybrid art form.

Amrita’s work took center stage as the first artist featured in L’Officiel Arabia’s new NFT and AI initiative, which aims to empower creators pushing the boundaries of digital expression.

Themes & Values

“Essence of Arabia” is more than an art collection—it’s a cultural timestamp. Each piece explores core Middle Eastern themes through a global lens:

• Faith: Both spiritual and in the future

• Legacy: Passing tradition into the digital age

• Unity: Sound as a universal language

• Growth: The region’s rise as a creative, tech-driven hub

Why It Matters

For Art

This series represents one of the first public exhibitions of AI-generated art enhanced with human sound, staking new ground in digital creativity.

For Culture

It bridges Arab tradition with modern technology, ensuring the values and essence of the region are preserved, reimagined, and globally shared.

For Women in Web3

As the first female NFT artist in the UAE, Amrita’s collaboration with a global fashion institution like L’Officiel further cements her role as a trailblazer—not just for digital art, but for representation and inclusion in the Web3 and AI landscape.

Press & Recognition

• L’Officiel Arabia: “A celebration of tradition, voice, and the new visual language of NFTs.”

• Virtua Marketplace: Hosted exclusive drops of the collection.

• GlobeNewswire: Covered the launch and its significance in bridging fashion and blockchain.

• Cardano NFT Community: Embraced the work for its innovation and cultural relevance.

Collect the Essence

Each NFT in the "Essence of Arabia" series is available on the Virtua Marketplace, offering collectors the opportunity to own a historic collaboration at the nexus of sound, AI, and luxury storytelling.

Quote from Amrita

“With this project, I wanted to show that words aren’t just heard—they’re felt, seen, and remembered. When you combine the power of voice with the intelligence of machines and the emotion of culture, you don’t just create art—you create meaning.”