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Gucci names his new CEO of its vault & metaverse venture


Robert Triefus will add the duties to his present role as Senior Vice President, corporate and brand strategy, succeeding Nicolas Oudinot.

Triefus will be tasked with finding new chances to expand Gucci’s presence in online spaces like gaming. His responsibilities involve defining and scaling Gucci’s metaverse and gaming strategies, plus overseeing Vault, an experimental online space released in September 2021 which Gucci uses to showcase everything from NFTs to vintage pieces and unique capsule series’. He reports directly to Marco Bizzarri, chairman and chief executive Officer of Gucci.

Gucci has been one of the most active fashion brands discovering the worlds of gaming and web 3. It has dropped NFTs in partnership with toy maker Superplastic and the narrative NFT project 10KTF, and launched a permanent space in the famous gaming platform Roblox. Working closely with the teams involved in those projects, Triefus has played an important role in the brand’s test-and-learn approach.

As part of the reshuffling of roles, Michael Barilaro has been named Vice President of metaverse ventures. Earlier, he was the new director of gaming and collectables of Gucci.

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