Architect Turned CEO on Building Next Gen Social Status in the Metaverse

From designing large-scale architectural projects for Frank Gehry to leading creative and design strategy for luxury fashion brands' premium VR experiences, FlickPlay founder Pierina Merino has focused her entire ccareer on pushing the boundaries of what's possible. Here, Pierina shares her perspectives on the blurring lines between online and offline and how she built her reputation in male-dominated industries. How did you get to where you are today? My career started as an architect for Frank Gehry, designing large-scale architecture projects and transitioning into the VR space as the technology started to get commercialized. Since very early in my career, I was passionate about using technology to push the boundaries of the things we can touch and see. That led me to always have an unconventional and innovative approach to design that paved the path to the launch of my first company: a 3D-printed product line that sold nationally at Nordstrom. While traveling to different Nordstrom stores promoting the company, I realized first-hand the huge consumer shift that was happening in offline experiences, and how social media was driving the wave. Can you share your perspective on the metaverse and what role you see it playing for retail? The medium in which we've cultivated our social relationships has shifted from one-to-one to one-to-all, led by the evolution of social media. Offline platforms like Museum of Ice cream were helping consumers shape their digital identities, and PokemonGo connected digital objects with the real world, they made a fantasy moment a reality. ... Consumer platforms and novel offline concepts that were helping Genz and millennials architect their digital identities became a key stepping stone for the next generation of social identity and status for society. Web3 is creating the closest connection to human social habits in the real world, creating endless opportunities for brands to create social and financial collateral. Have you ever been unfairly characterized in the workplace? How should women address microaggressions when they occur? I have worked my whole career in male-dominated industries, starting as an architect at the age of 21. Something I had to learn at an early age was that some of the unfair or unkind characterizations we receive can often be a defense mechanism others use to feel better about their insecurities or failures. Along my journey, some of my success was attributed and proclaimed by some to be based on superficial biases. I learned to not become self-conscious about it and use it to feed my desire to win. In the end, they just did me a favor. What's one thing we can start doing today to help close the wage gap between men and women? Bigger and earlier checks for female founders. I often learn of many programs that support female founders with mentorship. But do women need any more mentorship than men do? What women need is to have the same access to capital that men get to take risks, test business ideas out and execute. Business mentorship is important but won’t fill the gap. What’s an effective way you’ve seen companies address diversity, equity and inclusion? I believe that the moment you have diverse leaders in positions of power, you automatically empower them to build diverse teams. It happened with FlickPlay, naturally, as we started to scale. Tell us about one major setback you've had in your career—how did you handle it? It took me some time to think about this one, but the truth is that if I count ‘setbacks’ for what they really mean, the list would be endless. I see setbacks not as situations that push me back, but as opportunities to re-evaluate my steps to move forward. I love the analogy of climbing the right mountain. Many times, we are just climbing the wrong mountain, not because it is a hard one to climb, but because it is not as tall and fulfilling as you thought it would be. I see setbacks not as a step backward but as an opportunity to find the right mountain for me, the tallest mountain. What’s one way you’ve broken the rules and challenged the norm in your career? I have followed my instincts every single step of my journey and still do. One of the biggest decisions I made in my career was quitting my job as an architect for Frank Gehry. Just like working for any major influential leader from a young age, after some time the company and its reputation become a big part of your social identity. You are recognized as ‘one of the best’ for being under his umbrella but becoming my actual best self required me to be okay with letting that pride go and building a reputation for myself in a different industry. What’s the single best piece of advice you’ve ever received? Don’t let the journey change who you are. How Passion and Intuition Led Anisha Raghavan to CMO

Women Trailblazers

Architect Turned CEO on Building Next Gen Social Status in the Metaverse

FlickPlay's Pierina Merino talks digital identities, setbacks and building her own reputation

Netta Thomas

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Netta Thomas