Who they are
Cyrela was born from the hands of Elie Horn, a Syrian immigrant who started out selling shellac door to door. In the 1990s, the joint venture with Argentina’s IRSA gave rise to Brazil Realty and consolidated the firm’s position in the more resilient high end. Today Cyrela Brazil Realty (B3: CYRE3) is the country’s largest publicly traded developer, headquartered in Vila Olímpia and active in dozens of Brazilian cities, as well as Argentina and Uruguay. Elie stepped down in 2014; his sons Raphael and Efraim Horn now co-chair the company.
Product vision
- Positioning: from mid to ultra-high end, with an increasingly strong luxury and super-luxury strand in São Paulo.
- Differentiators: a consistent bet on international signatures (Armani/Casa, Pininfarina, Yoo and, more recently, Dolce&Gabbana) as a seal of validation that raises standard, desirability and price per square metre.
Launches
- Vista Cyrela by Armani Casa, in Jardim Guedala, São Paulo’s first Armani/Casa branded residence.
Signatures in the portfolio
