Across the lobby of The West Hollywood Edition stalks the intimidatingly tall RuPaul, dressed in a bronze brocade suit and rakish black homburg. Deejays Diplo and Jeffertiti Moon cruise past on their way to the underground Sunset bar while rock star offspring Pixie Geldof and James Jagger make for the Roof with its spectacular views over Los Angeles.

Ru, Chaka Khan, Lenny Kravitz and Janelle Monae are part of a heaving crowd of nightlife personalities, celebrity stylists and “cultural curators” at the hotel’s opening night in November. Such is the glamour of the surroundings, everybody looks famous, even the earpiece-wearing security.