The Green Living Concept represents a more humane approach to living in buildings. It involves taking care of both the tenants' quality of life and the environment due to the unbreakable bond between the two.

The concept consists of three main segments, where each of them refers to one of the main environmental issues in the City of Novi Sad: unregulated landfill status and huge lack of greenery that further contribute to air pollution, frequent floods after heavy rain and numerous urban heat islands in the city.