In this paper, we analyse the social and political processes that oriented the construction of a new residential neighbourhood in Brasilia, Setor Noroeste, and examine the socio-environmental conflict emerging from this real estate project. To this end, we discuss, based on a critical approach to concepts such as "sustainable development" and "green economy", the appropriation of the environmental discourse by the developers of the enterprise. We also analyse the discourses and practices of the social movement "O Santuário não se move!", who challenges the construction of the neighbourhood.