W, the iconic Starwood brand that commoditized the boutique hotel, has long been identified with the U.S. But now that Eva Ziegler commands W, which is turning 10 this year, and Le Meridien, its temporarily more cosmopolitan sibling, expect W’s trend-setting style to go worldwide.

Among W trademarks: branded beds and amenities, the lobby as theater (the Living Room) and integration of the spa into the hotel experience.

Since she was appointed Global Brand Leader for W Hotels Worldwide and Le Meridien this winter, Ziegler has been traveling to spread the W gospel. In a recent interview, she cited the opening of the W Doha as a signal of the internationalization of W. Starwood plans to triple the W footprint from 25 to 70-plus hotels in the next three years—mostly outside North America. Among cities where Ws will arise: Barcelona and Shanghai. The brand also plans to construct “Retreats,” aka resorts, in places like Vieques Island in Puerto Rico.

While such components as the Living Room, the welcome desk and logo treatment will be common to Ws old and new, the way they’re interpreted will reflect locale, says Ziegler, whose global brand experience includes work with Toyota and Coca-Cola.

“Every W will be different and reflect its locale, signature elements notwithstanding,” she says. “We are engaging world-class designers who help us interpret these elements in a different manner according to the structure we are building or converting.”

Among those designers: Shanghai Tang, David Rockwell of The Rockwell Group, and BBG-BBGM. The last just spearheaded renovation of the original W in New York, where “even the smaller rooms feel bigger,” Ziegler says.

Other older Ws also are being renovated, resulting in greater guest satisfaction, she says. The idea is to ensure “the gaps between what was launched in the early days and new builds” are closed, guaranteeing “consistent experience throughout.”

The W Istanbul and W Union Square are conversions of “old heritage buildings that we looked into reimagining into more edgy ways reflecting W’s overall design sensibilities,” Ziegler says. By contrast, at the new-build W Doha, W chose a “techno-glam” theme because “we wanted to make a highly sophisticated, sleek and glossy and techno-driven type of modern statement” fitting the Middle Eastern city’s overall architecture.

At Toyota, Ziegler helped put together the European Brand Experience Center on the Champs-Elysees, Paris’s premier shopping thoroughfare. She helped introduce Coca-Cola to Eastern Europe from its office in Vienna, where Ziegler was born.

But “in a hotel, you’re living and touching the overall experience,” Ziegler says. Where Toyota required an “experience center to show the tomorrow of Toyota today,” W is an “experience-based brand rather than a product brand.”

Another signature of W going forward: up-to-the-minute fashion. Not only is pop singer Gwen Stefani developing a wardrobe design for W’s bar “talent,” Michael Kors designed general uniforms for W’s line-level “talent,” aka staff.

“I have a lot of travel to do, but the great thing is now being responsible for both Le Meridien and W, the travel can be very well combined,” Ziegler says. “These are Starwood’s design-led brands with a contemporary touch.”