Live Different
About 2.8 billion people lack adequate housing.
A strong and beautiful home for everyone can be achieved through innovation.
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Live Different
About 2.8 billion people lack adequate housing.
A strong and beautiful home for everyone can be achieved through innovation.
Our mission is to
Help eliminate the global homes shortage through technology leadership delivered by the first reliable housing brand.
What We Do
Citra is a technology-led housing brand that develops, designs, and builds beautiful, high-quality, and sustainable homes and estates using our proprietary Citra Building Technology.
We are driven by the desire to deliver homes for clients from all walks of life, creating spaces that make their owners proud and fill them with joy. We believe every home should be a sanctuary—a safe place where life’s moments unfold.
Why It Matters
High-quality, durable, and sustainably built homes—with attention to detail—are typically accessible only to the upper end of the market. We believe this must change.
At the heart of this belief is our ethos: Live Different—a declaration of independence from the limitations of conventional building and living, and a commitment to a future where your living space actively enhances your well-being, shields you from external forces, and empowers you to thrive.
“Today, the lowest-paid employee at a car factory can afford an entry-level car. Yet in most countries, no construction worker can afford to buy a house. Citra intends to change this.”
A Future Where Everyone Can Live Different
By radically reducing costs and increasing productivity, we ensure that “Living Different” is an opportunity available to everyone—from construction workers to interns.
By radically reducing costs and increasing productivity, we ensure that “Living Different” is an opportunity available to everyone—from construction workers to interns.
How We Innovate
The global housing crisis cannot be solved with outdated methods. We began by rethinking the fundamental components of a home:
- the foundation
- the walls
- and the roof
Our award‑winning Citra Building Technology redefines the foundation, walls, and roof through a proprietary composite system built around a high‑performance thermal insulation core.
The core is encased in a resilient structural skin, creating homes with exceptional thermal performance and the strength to withstand strong storms, fire, and the test of time.
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Creating Neighbourhoods
A strong community is essential for a prosperous life.
That’s why we don’t just build homes—we design entire neighbourhoods.
Neighbourhoods of 1,000+ homes, sustainably designed to unite living with working, education, and recreation.
Urban planning that considers every detail, from the flow of streets to the placement of doors and light points.
Designing Neighbourhoods That Thrive
By uniting distinctive architecture with thoughtful urban planning, we apply our design philosophy across every aspect—from the urban layout to the way each home is shaped for light, comfort, and everyday living. The result is neighbourhoods that grow into thriving, secure communities where residents can truly live differently.
How It All Began
Citra’s story began in 2015, when Joel graduated in Architecture and joined forces with Benno and Andreas to create housing that is high-quality, sustainable, and accessible at scale. The beginnings were humble: in Benno’s garden and the backyard of one of Andreas’s startups, they personally produced the first material samples in Switzerland. At the same time, Joel and his wife sold their belongings and moved to Cape Town with a single suitcase each to establish Citra’s operations on the ground. South Africa became the launchpad for Citra’s mission to help eliminate the global housing shortage through technology leadership by creating sustainable, resilient homes for communities in need.
Citra History
2015
Citra was Born
Global research led to South Africa being chosen as the first market, valued for its size and potential as an entry point to other developing African countries. The co-founders embarked on research trips, meeting stakeholders to understand market needs and local skills.
2016
Ambassador's Cottage
Joel and his wife relocated from Switzerland to South Africa with seed funding secured. The first Citra show house, the Ambassador’s Cottage, was built in Pretoria.
2017
House Mahika
The first client signed a contract and Citra began working on House Mahika on the Whale Coast close to Cape Town, South Africa.
2018
CentralBlue
2019
Citra Building Technology Certified
Citra’s advanced building technology was officially certified by Agrément South Africa. Construction started on the first show house in CentralBlue.
2020
26 eHomes at CentralBlue
Construction of the first 26 eHomes at CentralBlue began during South Africa’s initial Covid-19 lockdown. Despite this setback, all units were successfully completed and sold.
2021
ePod Dragonstone
Following the success of the first 26 eHomes, the construction of the first ePod began. Additionally, construction of Emerald Place 1 was completed, delivering 34 new homes. Further land acquisitions paved the way for up to 3,000 future homes.
2022
Hazendal 5 Star Hotel
CentralBlue sales surpassed 200 units, with construction accelerated to meet demand. Citra also completed the iconic, three-dimensionally curved arches for the five-star Hazendal Hotel, advanced in the C40 competition for two Cape Town sites, and expanded to over 40 employees.
2023
Awards & International Expansion
Citra completed over 100 units, with 800 more in planning. The company won multiple awards, including Best Building Technology in Southern Africa, a Platinum Houzee Award for the eHome design, and the AUHF award for Best Property Technology in Africa. The team grew to over 70 employees and began planning projects in the US, Switzerland, and Namibia, with inquiries for projects exceeding $500 million (USD).
2024
Global Growth & First Technology Licensee
Citra expanded globally with subsidiaries in the US and Ukraine, and its team grew to over 100 employees. Construction began on more than 300 units at CentralBlue, with new projects in Gauteng and the Western Cape (South Africa), Texas (USA), Aargau (Switzerland), and Ukraine in planning. A significant milestone was reached by onboarding the first licensee of Citra Building Technology.
2025
Global Scaling & Engineering Excellence
2025 marked a pivotal year of structural growth for Citra. We significantly bolstered our technical capabilities by building out a robust, world-class engineering team, designed to push the boundaries of our proprietary building technology. Our global footprint expanded to over 120 employees, reflecting our transition into a multi-territory operation. On the ground, we continued our momentum at CentralBlue, delivering more high-quality, sustainable homes and further strengthening the community’s social and physical infrastructure.
Partners
