Gucci names Robert Triefus as the CEO of Gucci Vault and Metaverse Ventures

Robert Triefus becomes the CEO of Gucci Vault and Metaverse Ventures, taking over from Nicolas Oudinot, who has worked on Gucci Vault since 2020 and now exits the brand. 

Robert Triefus has been working for Kering since 2008, joining the luxury house as a global director of marketing and communications. Four years later, Triefus was named the vice president of marketing at Gucci. In 2018, he became the executive vice president of brand and consumer engagement and then the senior executive vice president in 2022. 

The executive will step into the position on November 1. He will be in charge of shaping the brand’s Web3 and gaming strategies while continuing the development of Gucci Vault. 

At the same time, Micael Barilaro, the current new businesses gaming & collectibles director, was named the Vice President of Metaverse Ventures. 

“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,”

stated the company. 

In the past months, global companies have hired executive-level managers for Metaverse-related positions. In June this year, entertainment giant Walt Disney Co. hired Mark Bozon, a former Apple executive, to develop the creative Metaverse strategy for Disney. The company also recently posted a job offer for the role of Principal Counsel in Emerging Technologies and NFTs.

At the same time, native Web3 projects continue hiring executives from Web2 companies. For instance, in May this year, tech executive Shannon Snow joined a female-led NFT project World of Women, while NFT brand Doodles was joined by former Billboard CEO Julian Holguin.