Most consumers have a negative impression of the idea “sustainability” ; however, Modern Green, a Beijing-based developer, has successfully sold the idea to Vancouver local consumers by constructing accordingly to the principles of sustainability in both materials and designs while maintaining principles of comfortable and luxurious living.  When their first residential project, Yu homes, went to market, Colliers International reported as having one of Metro Vancouver’s most recent high profile launches.  The objective of this project is to establish the company’s first residential outside of China and Australia and develop some 10 million square metres of luxury “green” buildings.  The project began in Vancouver, more specifically the Westbrook Village neighborhood at the University of B.C as the managing director of Modern Green Development Canada, Robbie Zhang, states “We heard the mayor’s 2020 target to make Vancouver one of the most green cities in the world,” This project worked in collaboration with the UBC’s Centre for Interactive Research on Sustainability since the centre’s mission was “to accelerate sustainability [and] to find solutions to the challenges of urban development faster and more effectively than ever before”.  The question then comes to, will this project attract developers to consider incorporating sustainability in their projects?