The new Chanel store is as expertly packaged as the trendy shopping row it inhabits:West Hollywood’s Robertson Boulevard. The boutique, which opened on Friday, is the first in a new breed of smaller shops for the company that zero in on the season’s trends and the neighborhood, a spokeswoman said.

The concept behind the mini store — designed by Peter Marino, who is also responsible for Chanel’s stunning Rodeo Drive revamp — is to present a tightly edited selection of the season’s pieces and the merchandise will be more “product” driven. No doubt, socialites will still go to Rodeo, while the heiresses will get their caviar bags and ballet flats on Robertson.