José Auriemo Neto went to his father, Fábio Auriemo, to discuss the development of a plot measuring 80,000 sq. m. It was located on the brink of Marginal Pinheiros. This is where José Auriemo Neto wanted to make a high-end complex. But Fabio did not like the idea as he did not see much scope in this area. But José Auriemo Neto could convince him, and hence Fabio took the decision to appoint him as the executive president of JHSF.
Today this complex is called Parque Cidade Jardim. This complex has a shopping mall with 180 stores. There are nine towers that are completely residential real estate, along with four offices. This complex has a hotel under the brand Fasano. All of these are designed as high-end towers. By 2010, this Garden City will become ready. JHSF will be earning close to 1.78 billion reais from this project. In addition, there will be revenue coming in from the rentals of all the shops which are there in the shopping mall. Besides, rental will come from the hotel and from offices too.
Before this venture, there was very little available in Brazil to cater to the luxury clientele. José Auriemo Neto realized that there is a great demand for a venture such as this.
The shopping mall that has been constructed here has been inspired by the Miami-based Bal Harbor Shops. This is why they have open space there. Besides, there will be brands such as Daslu, and Reebok Academy, besides Empório Fasano, and Cinemark, Casa do Saber and so on. Several foreign development brands will also be there, like Armani and Louis Vuitton, along with Ermenegildo Zegna, and Montblanc, besides La Perla, Longchamp and so on. The popular French brand, Hermès may also be there.
Thus JHSF is focused real estate business on a high-end market today. This showcases extravagance besides consumerism in the case of the Brazilian privileged. Still, it is an important segment of Brazilian economy today.
The partner of José Auriemo Neto is Rogério Fasano who has been impressed with his working style. Besides, he finds it difficult to believe that José Auriemo Neto works so well at such a small age.