I’ve been to a lot of trade shows through the years but I wasn’t ready for the spectacle I saw at CES in the form of “booths.”

If you’ve never been there before, the big guns like Sony, Panasonic and Samsung have booths that are bigger than some expo floors I’ve seen. They are multimedia experiences that you walk around, through and in before you can see it all.

During a conversation with my friend Jeff Sass, he mentioned that I really should make the time to see the Audi booth because he found it very innovative and knew that was what I was covering for Kenmore. So, while I’m not a car guy in any fashion, I made my way through the sea of speakers, booming bass and shiny chrome to see what the hype was about.

As I approached and saw the beacon of white light that was the Audi booth, my jaw dropped and I instantly knew what Jeff was talking about. This was different.

In a sea of screens, sounds and swarms of people, here was a simple yet effective approach from a company. The high key whiteness made their products stand out. The interactive nature and welcoming staff made people stand, chat and discover more about Audi than they knew coming in. Paint me impressed.

Well done, Audi, on using some innovative thinking to stand out from the masses at CES.