Quick take:
- Triefus will concurrently continue his role as senior EVP for corporate and brand strategy.
- Gucci’s business gaming and collectibles director Micael Barilaro is appointed EVP of Metaverse Ventures.
- Triefus has been with Gucci since 2008.
Gucci’s current senior EVP for corporate and brand strategy, Robert Triefus, will take on the role on CEO of Gucci Vault and Metaverse Ventures, effective Nov 1. The role will be handed over to Triefus by Gucci Vault CEO Nicolas Oudinot who’s leaving the company at the end of this month to pursue other opportunities.
In his new role, Triefus will focus on brand expansion in online spaces as well as shape and scale Gucci’s metaverse and gaming strategies. He will also oversee Gucci Vault, the experimental online space he developed with Gucci creative director Alessandro Michele. Triefus has been instrumental in crafting the fashion house’s approach to Web3 and gaming.
This year, Gucci collaborated with Superplastic for NFT drops, purchased land in The Sandbox to create themed experiences, built a permanent presence on Roblox, and invested $25,000 in SuperRare’s DAO to launch a digital art vault.
“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 company said in a press release.
Triefus will report to president and CEO Marco Bizzarri and concurrently continue his role as senior EVP for corporate and brand strategy. To continue scaling metaverse brand activities, Micael Barilaro, Gucci’s new businesses gaming and collectibles director, was appointed vice president of Metaverse Ventures.
With almost three decades in the fashion industry, Triefus has been with Gucci since 2008, joining the house as worldwide marketing and communications director from Giorgio Armani, where he spent nine years. He was promoted to the role of EVP and CMO of Gucci in 2012 and to EVP brand and customer engagement in 2018. He was also SVP at Calvin Klein for five years.
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