Don't go into the Audi booth without sunglasses. It's an entire squint-inducing tunnel of light.
The light represents the future laser headlights Audi is hawking. The insufferable pounding dubstep represents current trends in Youth Culture™. Audi, you have cool cars, but do you realise that every journalist here is suffering from a hangover? Your entire wall of light is not helping the massive collective headache.