Jose AuriemoNeto, the son of Fabio Auriemo saw an area of 80,000 square meters in Marginal Pinheiros. He thought it would be an excellent construction of a complex of high luxury. His father told him to forget the subject as Marginal Pinheiros was not so good for such an enterprise. Jose AuriemoNeto known as Zeco did not give up on his idea; he convinced his father to visit the area and evaluate it himself. He showed him the entrance that could be on the back in a residential area.
He outlined to him how the complete building would look and explained the benefits it would bring. Since then, the land has been the host of the largest real estate complex in the country. Zeco serves as the chief executive of JHSF. The Marginal Pinheiros complex was named ParqueCidadeJardim; it comprises of a shopping mall with 180 stores, nine residential towers and four offices. One mixed-use part of the building is designed to be apartments while the other will be a hotel of the Fasano brand.The residential towers have apartments of 240 square meters selling at 1.8 million and those of 1700 square meters selling at 16.6 million reais. The entire building was complete in 2010 and JSHF began expecting income for the mall.
In the 1980s and 1990s, very little was launched in real estate markets luxury segment. According to Luiz Paulo director of Brazilian Company heritage studies. There is high demand for ventures similar to Marginal Pinheiro’s mall. The mall which was inspired by Miami bal Harbor shops has an open air environment and hosts Reebok Academy and Cinemark among others. Foreign brands such as Louis Vuitton, Armani and Longchamp are also found in the mall. The high-end market which JSHF navigates has become an important sector in the current days. The construction of the Garden City is not the only thing Zeco is known for. He invested $16 million reais in becoming a member of Fasano hotel chains. He also launched an AAA class allotment in Port Feliz and purchased some land in Punta del Este, Uruguay. Zeco is involved in many projects; he plans to open malls and do hotels in other capitals in Brazil.