By  on May 16, 2008

LOS ANGELES — Chanel is changing the game on Robertson Boulevard.

The fashion house will unveil a new store concept this month housing a smaller, more tightly focused selection of products geared to a more trend-conscious set. Chanel will be the first designer megabrand on the two-block stretch between Third Street and Beverly Boulevard, and will be joined on Robertson by Dolce & Gabbana's D&G concept and Ralph Lauren.

The president of Chanel's fashion division, Barbara Cirkva, said the concept was two years in the making and, in keeping with Robertson Boulevard's vibe, it will appeal to the trendier shopper.

"This store is not about the age of shopper, but will attract a type — the of-the-moment, highly influenced and impulsive," she said. "It will be a learning experience for us."

Cirkva said the new concept likely will work in other cities that have a variety of neighborhoods with distinct character, including London or Tokyo.

Designed by New York architect Peter Marino, the two-floor, 5,400-square-foot store includes a 1,000-square-foot courtyard and 625-square-foot terrace.

The open space design is intended to resemble a gallery, with clean, simple lines in an airy, cube-shaped space. The facade will be made of seamless white plaster with a retractable, 20-foot-wide glass door that raises to reveal the store's open, framed space with 15-foot ceilings.

Signature Chanel black and white materials, fixtures and furniture highlight new product concepts. There are floor-to-ceiling windows or doors throughout to bring in natural light. The center area of the main floor has five glass doors that open to the courtyard. Artist Robert Greene was commissioned to create two site-specific works in oil on vellum collaged on aluminum panels.

The lighting is adjustable to highlight different areas and products, and the fixtures and furniture are all modular — able to be moved to change displays and merchandising.

The main floor will be white microcrystal, black granite and polished black concrete, while walls are custom-painted white plaster. The store will have marble shelving, black and white metal and glass display cubes and black and white leather ottomans.The store's smaller second level features beige tweed detailing, including a custom-made banquette and black-and-white carpeting.

Robertson has become a go-to spot for trendsetting, multiline boutiques such as Lisa Kline, Kitson and Curve, as well as a mecca for contemporary branded stores, from Tory Burch to True Religion.

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