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JW Sencity FZ-LLC is a creative-technology joint venture combining JW Group’s regional influence and infrastructure expertise with Sencity’s global leadership in AI-powered urban experiences, immersive architecture, and smart-city innovation.
Beyond interactive art and digital landmarks, the company also pioneers AI-enabled civilian technologies such as firefighting drones, environmental sensing systems, and emergency-response intelligence platforms: all designed to enhance the resilience, safety, and sustainability of next-generation cities.
With integrated capabilities spanning hardware, software, AI content, and deployment, JW Sencity delivers end-to-end solutions that fuse beauty, utility, and civic purpose.
Headquartered in Dubai and collaborating closely across the Kingdom of Saudi Arabia, JW Sencity is dedicated to advancing the shared vision of innovation, safety, and sustainable growth that defines the Gulf’s new era of development. The company proudly supports both nations’ strategic ambitions, from the UAE’s Vision 2031 to Saudi Arabia’s Vision 2030, by contributing creative-technology solutions that strengthen smart infrastructure, enhance civil defense, and enrich cultural life.
Through partnerships with public and private sectors across the region, JW Sencity seeks to build bridges of innovation, empowering local talent and showcasing how AI and design can together shape a smarter, more resilient Arab world.
Co-founder & Co-owner
Javed Afridi is a high-impact business leader operating at the intersection of ultra-scale
manufacturing, national consumer brands, and top-tier sports asset ownership. He is widely
recognized as the CEO of Haier Pakistan / Haier & Ruba Manufacturing, and the owner-chairman
of Peshawar Zalmi in the Pakistan Super League (PSL): one of Pakistan’s most influential
sports franchises.
On the industry side, under his leadership as CEO, Haier Ruba has grown into one of
Pakistan’s largest industrial complexes, spanning roughly one million square feet, employing
thousands of people, and designed to produce around three million units of home appliances
and electronics annually (air conditioners, refrigerators, washing machines, TVs, and more).
Javed also spends time in London, where he has several investment ventures.
Co-founder & Co-owner
Steven Bai is a multi-award-winning designer and technologist who has spent his career
exploring how urban life, spatial computing, and emotionally intelligent product design can
inspire lasting behaviour change in everyday environments. As the Co-founder and CEO of
Sencity, he leads a global team dedicated to using AI and interactivity to add more meaning,
delight, and connection to the spaces we live in.
Steven’s love for design sparked early. In high school in Hobart, Tasmania, he sold a
self-made computer art puzzle game to a creative agency – a small moment that lit a lifelong
fire. It showed him that design could be both playful and powerful: a tool for tinkering,
but also a way to bring people together.
His early research into persuasive computing earned him the University Medal from the
University of Sydney, and his projects have since drawn the attention of industries and
cultural platforms worldwide, from New York Fashion Week and Vivid Sydney to UAE tourism,
Belgian transportation, and global retail brands.
Javed and Steven are bringing heavyweight industrial scale and creative technology product leadership into GCC-facing innovation ventures, from AI drones to interactive spaces and smart city technologies, accelerating the rollout and expansion of next-generation AI urban experiences.