Triefus will lead Gucci’s experimental platform and metaverse activity in addition to his current role as senior executive vice president for corporate and brand strategy.
Gucci has appointed Robert Triefus as CEO of Gucci Vault and Metaverse Ventures, a recently created division designed to scale and expand the Kering-owned brand’s metaverse and gaming strategies.
Triefus will succeed Gucci Vault CEO Nicolas Oudinot, who is leaving the company at the end of October to pursue other opportunities. Triefus’s appointment will be effective 1 November. He will report directly to president and CEO Marco Bizzarri and will also continue in his current role as senior executive vice president for corporate and brand strategy.
Gucci’s new business gaming and collectibles director Micael Barilaro has been appointed vice president of Metaverse Ventures, a newly created role.
Spearheaded by creative director Alessandro Michele, Gucci Vault is an experimental online concept space that holds its NFTs and other Web3 projects, in addition to its pre-owned Gucci sales and curation of outside, independent brands.
Gucci has become one of fashion’s most prominent brands to experiment with Web3 and the metaverse as more luxury companies determine how they should use the emerging technologies. It was one of the first to experiment heavily in gaming platforms, before going on to create a persistent virtual world on Roblox. It was the first luxury brand to launch an NFT, and has since partnered with virtual world and NFT project 10KTF, and is now building out a space in blockchain-based virtual world The Sandbox.
“Triefus’s experience and expertise will help shape Gucci’s strategy in these strategic areas that he helped build, having worked hand in hand with the respective teams, crafting the house’s approach and positioning in the gaming and Web3 sectors, as well as in the launch the Gucci Vault project,” the press release reads.
Triefus has been at the company since 2008 when he joined as worldwide marketing and communications director, before moving to EVP chief marketing officer in 2012, EVP brand and customer engagement in 2018 and his current position this year.