Gucci Appoints Its First CEO Of Metaverse To Head Its Virtual Ventures

Image via Gucci

If it hasn’t been made clear by now, Gucci is determined about expanding into the metaverse. Not only has the luxury house launched Vault, an experimental online space that even sells non-fungible tokens, but it’s also created a permanent virtual gathering space called Gucci Town, as well as dipped its toe in gaming.

Guess what? Things are only going to get more serious. Gucci has just named Robert Triefus as the new CEO of Gucci Vault and Metaverse Ventures, replacing Nicolas Oudinot’s role as Gucci Vault CEO.

Triefus’ appointment, which will take effect on November 1, opens up a new leadership role dedicated to creating Web3 experiences. He will be tasked to define and expand Gucci’s metaverse and gaming strategies, in addition to heading the Vault experimental digital space, Business of Fashion and Vogue Business report.

Executive changes at @Gucci, which has a new "Metaverse Ventures" unit 👀: @Sufeirt (Robert Triefus) is now CEO of Gucci Vault and Metaverse Ventures, and @MicaelBarilaro is now Vice President of Metaverse Ventures https://t.co/jGnoja84Qf

— Maghan McDowell (@maghanmcd) September 29, 2022

Triefus will remain as Gucci’s senior vice president and senior executive vice president for corporate and brand strategy. As the new CEO of Gucci Vault and Metaverse Ventures, he will report directly to Gucci’s president and CEO Marco Bizzarri.

Images via Gucci

Triefus joined the company in 2008 as its worldwide marketing and communications director, before becoming EVP chief marketing officer in 2012 and EVP brand and customer engagement in 2018.

Joining him in leading Gucci’s metaverse projects is business gaming and collectibles director Micael Barilaro, who will helm the role of Metaverse Ventures vice president.

Triefus’ predecessor Nicolas Oudinot will leave the company at the end of October to pursue new endeavors elsewhere.

“Triefus’s experience and expertise will help shape Gucci’s strategy in these strategic areas that he helped build,” notes Gucci in a press release.

[via Business of Fashion and Vogue Business, images via various sources]