Store info in a column as JSON
This is how I solved my problem:

SELECT
    descricao [nome],
    JSON_QUERY(endereco) [endereco]
FROM teste2
WHERE id=2
FOR JSON PATH, ROOT('clientes')


The "magic" was performed by JSON_QUERY (expression, path ) as documented here:

JSON_QUERY (Transact-SQL)

See also:

Frequently Asked Questions about JSON in SQL Server