Robert Triefus will add the duties to his current role as senior vice president of corporate and brand strategy, succeeding Nicolas Oudinot.

Triefus will be tasked with finding new opportunities to expand Gucci’s presence in online spaces such as gaming. His responsibilities include defining and scaling Gucci’s metaverse and gaming strategies, as well as overseeing the Vault, an experimental online space launched in September 2021 that Gucci uses to showcase everything from NFTs to vintage pieces to exclusive capsule collections. He reports directly to the Chairman and CEO of Gucci, Marco Bizzarri.

Gucci has been among the most active fashion brands exploring the worlds of gaming and the web3. It has launched NFT in collaboration with toymaker Superplastic and the NFT narrative…