That was the challenge that Samsung posed to Lars Bastholm, chief creative officer at Cheil USA. What to do?

FORBES: Bang It Like Beckham: Samsung Taps Soccer Star to Play Up the Precision of the New Galaxy Note

Before going public in 2014 Cheil merged with the Lee family's de facto holding company, Samsung Everland, and another affiliate, Samsung SDI, to create a leading producer of energy-storage solutions, including batteries for autos and consumer electronics, as well as specialty materials used in the manufacture of TVs, semiconductors and smartphones.

FORBES: #14 Lee Seo-Hyun

Samsung Chairman Lee Kun-Hee's second daughter, Lee Seo-Hyun, is president of Cheil Industries, which started out in 1954 as a textile manufacturer and later expanded into chemicals and the fashion business.

FORBES: #14 Lee Seo-Hyun