tower, as well as a lot of accompanying commercial buildings, will compose this mixed-use complex. Everything will be connected not only with Kneza Miloša Street, but also with the Three Keys Park next to Gazela Bridge, which is being renovated by AFI. We have decided to make the renovation of this park our donation to Belgrade. ■ Given that Serbia is a relatively poor country, how can projects like this be profitable? - We segmented it into phases. Each phase was planned to be sufficient for our capacities, and the capacities of the market itself. And the proof is that in our other projects we managed to sell apartments almost completely in advance. I think that part of our success is based on the fact that we are very conservative, in terms of planning and the ways we spend money, which is why we have never been ‘stocked in the corner’. ■ You are a very successful businessman and one of the top managers at AFI. Did you choose Serbia as your next destination 13 years ago, or did that decision not depend on you? - When we decided to come to Serbia, we explored possibilities and the global market, attempting to find out where we can make better levels of gains in terms of generating profit, but also in terms of further development. We received warm hospitality from the Serbs and Serbian institutions. We were aware that our company could contribute a lot to the Serbian economy, while the most important fact is that more than 90 per cent of our investments stay in the country. I personally find Serbia very attractive for doing business. ■ As a real estate businessman, why do you consider Serbia a good place to do business? 30 |
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- A lot of my friends in Israel posed the same question to me. In a country where there is a lot of demand for residential and office buildings, where you can build relatively quickly, in a year and a half we can build huge capacities of buildings, in a country where the legislation is complicated yet still – for those of us who have been in the country for many years – manageable. We understand the system and cooperate with it, and there is mutual understanding in terms of the importance of Airport City Belgrade as a mega project in every sense. It is important both for the economy and for the people.
I have to underline that AFI Europe strives to plan in advance, to maintain itself in one place, for good reason, as long as necessary, and I do believe in such a ‘philosophy’, because I am a ‘long distance runner’ ■ Do you see your career as an obstacle or an advantage for your children, considering that they are growing up in a foreign country that also doesn’t happen to be the best place on Earth? - This is not an easy question to answer. I have been talking with my wife a lot about this issue. Let’s say that
my three sons are very deeply involved in the Serbian community. They speak Serbian excellently, while on the other hand they attend an international school and have met a lot of other kids there who are in the same situation of growing up in a foreign country. I know that my sons enjoy both worlds that they have at their disposal here. When we are at home we are an Israeli family, but outside our home we all feel like Serbians, with a lot of Serbian friends who ‘adopted’ us. Living with so many differences, my wife and I believe strongly that our children are becoming better people. My family is part of this community, and even I can understand a bit of Serbian, while my wife and I are very fond of your culture and, of course, your kafanas. ■ Is Serbia just a phase in your career and your life, or something else? - Serbia is not the first foreign country where I’ve worked, but in terms of the foreign counties that have featured in my professional career, I have spent the longest period in Serbia. And I consider that to be a positive fact in my life. I really like Serbia and wouldn’t have stayed so long if I didn’t like the country. However, to answer your question, it would be irresponsible to choose a side in this matter and say whether this is a permanent posting or just a phase. One can never predict everything the future will bring. ■ There is the saying in Israel that “Haifa works, Jerusalem prays and Tel Aviv plays”. What about Belgrade; does it work, pray or play? - Belgrade does it all together. Although it reminds me of Tel Aviv the most, and a lot of my acquaintances perceive it as a place for fun. From my point of view, it is not like that; I see Belgrade as a place that channels work, pray and play. ■