Gucci: The brand hires a CEO for its Metaverse Ventures product

Gucci is increasingly present in the metaverse, to the point that it has now had to hire a CEO in charge of this product. Find out all about it in this complete article with unpublished information!

The Metaverse

You won’t have missed it: In the metaverse, it’s now possible to do pretty much anything. Do you want to have fun? You can access games and entertainment of all kinds, especially in casinos that have been converted into these universes and give you access to slot machines and other table games, as explained at You are not one of the amateur casino players and you prefer to make your purchases in this virtual space? Well there again, a whole lot of options are available to you. Many brands incl Gucci indeed trying to establish themselves in the various metaverses. For the Italian luxury house, this goal is so important that the company has even promoted Robert Triefus to the position of CEO dedicated to this sector. Focus on Gucci’s hope in a world of 100% digital!

The brand decides to combine Gucci Vault and Metaverse Ventures: close-up of these products

As we explained to you in a previous article, is Gucci’s success in the metaverse is growing, and the house has no intention of stopping there. It therefore merged two flourishing poles in its structure: Gucci Vault and Metaverse Ventures.

The first is one experimental online space, or as defined by the brand itself, an “online concept store”. It takes the form of a box, which its designers envision as “a time machine, an archive, a library, a laboratory and a meeting place”. As soon as you get access to it, you will find items like bags, handkerchiefs and all kinds of designer clothes that are either vintage or recycled. It is therefore a kind of time capsule for the house.

It is also one the place of commercialization of NFT called Supergucci. A total of 250 ceramic sculptures representing characters from the entertainment brand SUPERPLASTIC are coated with emblematic Gucci motifs and thus offered for sale virtually.

In addition to the Gucci Vault, the house has also created another space in the metaverse – Gucci Town – a real virtual store where more classic items are offered for sale.

Who is the new CEO and what will his role be?

As we revealed in the introduction, it is Robert Triefus who will lead this new division that brings together Gucci Vault and Metaverse Ventures. However, Triefus is not new as he is already accumulating 14-year career at Gucci in key positions such as marketing director, vice president and head of brand and customers.

He will therefore take over from Nicolas Oudinot, who until now was only managing director of Gucci Vault. The merger of this division with Metaverse Ventures will be a big challenge for the new CEO and for the brand in general.

Robert Triefus is thus tasked with defining and expanding everyone in an optimal way strategies that will be related to the metaverse, but also to gaming more global. He will also have to lead the experimental digital space Vault to expand its reach.

With almost 15 years of career in the company – after a more than considerable experience with other experts in luxury brands such as Giorgio Armani or Calvin Klein – this now emblematic character of the house of Gucci will also retain his responsibility for brand and corporate strategy, while remaining Senior Executive Vice President.


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