With PETA’s objective to end the use of exotic skin, we aimed to get people who are blinded by luxury beauty to realize the animal suffering behind this brutal trade. We brought animal cruelty to light in a place most familiar to those craving for beauty in exotic leather. A luxury boutique store displaying a collection of fashion products made from exotic skin was set up in the heart of Bangkok’s fashion district. The twist? Product interiors designed to replicate animals’ live internal organs were installed using specially designed mechanics. This aimed to recreate the moment of excruciating agony animals endure in this leather trade. Hidden cameras successfully captured the shocking reactions of visitors and this was shared on social media sites to amplify reach and awareness on animal cruelty.