Gucci Names Robert Triefus as CEO of Gucci Vault and Metaverse Ventures

Effective November 1st, Triefus will take the helm in addition to continuing his current role as senior EVP for corporate and brand strategy in Gucci.

Oct 1, 2022
by Akira Ming
Gucci Names Robert Triefus as CEO of Gucci Vault and Metaverse Ventures
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Robert Triefus to spearhead Gucci's metaverse ventures soon

Gucci's senior EVP for corporate and brand strategy, Robert Triefus, is set to take on the additional role of CEO of Gucci Vault and Metaverse Ventures effective November 1st. He will replace Gucci Vault CEO Nicolas Oudinot, who is leaving the company at the end of October to pursue other opportunities. 

"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," said the company in a statement. 

In his new role, Triefus will focus on brand expansion in digital spaces and scale the Kering-owned brand's metaverse and gaming strategies. He will also oversee Gucci Vault, an experimental concept space developed with Gucci creative director Alessandro Michele.

Gucci is undeniably one of the leading luxury fashion brands to delve early into Web3. Last year, the House collaborated with ZEPETO to launch its own mobile virtual world, before building a permanent presence in Roblox this year. It has also partnered with NFT project 10KTF and bought lands in The Sandbox to create an interactive fashion experience. 

Nonetheless, Triefus will report directly to president and CEO Marco Bizzarri and continues his current role as senior EVP for corporate and brand strategy. To support the House's metaverse operations, Gucci's new businesses gaming and collectibles director, Micael Barilaro, was appointed VP of Metaverse Ventures. 

Triefus has been with Gucci since 2008, when he joined as worldwide marketing and communications director from Giorgio Armani. He was later promoted to EVP chief marketing officer in 2012 and to EVP brand and customer engagement in 2018. The seasoned exec was also SVP at Calvin Klein for five years. 

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