São Paulo is the largest city in Brazil, the largest city in the southern hemisphere and Americas, and the world's seventh largest city by population. The metropolis is anchor to the São Paulo metropolitan area, ranked as the second most populous metropolitan area in the Americas and among the five largest metropolitan areas on the planet.

Joao Pessoa is the city that is the most east, geographically, in the Americas. With a population just under 1 million, it proves to be a very critical location for the success of the branch. Aside from warm waters, very beautiful culture and great architecture, Joao Pessoa and Brazil overall is on the forefront of technological advances. This is a huge reason for the selection of this location and also a model used for future branches.