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If you have Tein coilovers w/ EDFC, you can put the controller in there I believe. If you have air suspension, you can mount a digital controller in there as well.
I've seen EQ's and spectrum analyzers mounted there. A friend of mine lined his with felt and puts his change in it. The felt keeps the coins from 'clanking' around against the hard surface. I use mine for gum or individually wrapped breath mints.
Boost controller or an itty bitty 2.5" tv screen or put a backup camera in there so when you flip it open you can watch yourself drive on your in-dash monitor. Possibly convert it to a flower holder like the Vw Bugs have.
if your does not have NAV......if you can find a small GPS unit.....and mold it in......then it would flip in and out when you open the ash tray........
I have my suspension controller in mine, different car but you could do the same. The lined with felt idea is a good also, before this I kept change in there.