Green features often appear first in high-end markets where consumers are willing to pay a premium price. This case study of one of the first large residential buildings in New York City to receive a LEED Gold rating illustrates how the luxury market responds to greenness. This building is located in Manhattan within walking distance of the financial district. It is 27 stories tall and contains 293 apartments, most with spectacular views. The total floor area is 33,100 m2, and estimated occupancy is 578 people. The first tenants moved into this rental building in 2003. It is of glass-and-brick construction. Its green features include a vegetated roof, an integrated solar photovoltaic array, daylighting, operable windows, a tight building envelope, energy-efficient HVAC systems, highly-filtered ventilation air, various smart-building features to facilitate monitoring and control, Energy Star appliances, green cleaning practices, and most unusually, a wastewater treatment plant in the basement to allow water re-use. The data collected for this evaluation includes a building-wide survey of occupants’ perceptions and motivations, occupants’ utility bills, detailed occupant interviews and energy and water end-use monitoring for a subset of apartments, discussions with the building’s owners and operators, and investigation of the neighborhood context. The data collection period was from January 1, 2011 to December 31, 2011. This paper highlights three findings of interest to the IAPS community, selected from the many results of this detailed evaluation. Each addresses a question about the role of green features and their interactions with human behavior. Can a green building also be luxurious, that is, can it meet the highest standards of occupant comfort and convenience? This building serves as an existence proof that green can be luxurious. Daylighting and good indoor air quality are features that are directly visible to occupants and particularly add luxury. However, much behind-the-scenes work by operating personnel is necessary to ensure that green features function without placing demands on tenants. Can a luxury building be resource-efficient, given that utility bills represent an infinitesimal economic burden for its wealthy residents? The answer is mixed. As with comfort and convenience, much of the building’s resource efficiency is traceable to design and operating decisions that are not directly in the hands of residents. The operating personnel and the building’s owner place a high priority on efficient operation of this well designed building, provided they do not affect occupant satisfaction. Some occupants pursue efficient energy and water use for non-economic reasons, because they harbor pro-environmental attitudes and beliefs. Others do not, so there is wide variation in relevant occupant behaviors. Is greenness a significant differentiator that affects location decisions in upscale, urban rental markets? Greenness appears to be a significant driver of residential location decisions only at the margins, and among this sample it is less important than traditional factors such as convenience to jobs, great views, and a high-amenity neighborhood. These findings highlight the importance of understanding likely occupant behavior from the outset, during design, in order to secure green performance and general success in the upscale urban rental market. The authors will close their talk by demonstrating a simulation model that brings such insights to the design process. This work was funded by the U.S. National Science Foundation.