Shoppers reacted with horror to a pop-up leather shop containing fake animal intestines, blood and even a beating heart.

The stunt by animal cruelty charity PETA Asia was designed to change people's attitudes to the suffering of animals.

Video footage released by the charity - a branch of PETA (People for the Ethical Treatment of Animals) - shows the reactions of mainly female shoppers.

PETA Asia's vice president Jason Baker said: 'Every year, hundreds of thousands of reptiles are crudely bludgeoned and skinned alive, all for the sake of so-called luxury shoes, belts and bags.

'PETA's gruesome pop-up shop reminds shoppers that the only way to keep blood and guts out of our closets is to choose vegan clothing, shoes and accessories.'

The pop-up shop, in one of Bangkok's trendiest shopping malls, was the idea of advertising agency Ogilvy & Mather.

The products on sale included crocodile skin jackets containing fake sinew inside (pictured)

PETA Asia said: 'Crocodiles in Thailand are being farmed in the most inhumane of conditions. They are crammed into putrid tanks and ponds before being subjected to the cruelest of slaughter practices; being shot or hammered to shatter their spines and cause paralysis.

'Some are skinned alive. And an average handbag requires the slaughter of not one, but four crocodiles.

'The blood, in demand for its purported medicinal properties, is drawn from the animal while the meat and hide is processed.'

This fake crocodile handbag contained fake blood and body organs

Thailand has the largest crocodile farming industry in the world, with about 700,000 of the creatures killed annually.

PETA Asia said: 'Snakes suffer no less. Every year, at least 440,000 pythons are caught in the jungles of south-east Asia, where some are hung, decapitated, and then skinned.

'Some have their jaws forced open, a hose inserted into their body cavity, and then are pumped full of water so that their skin becomes easier to remove.

The shop contained fake snakeskin wallets smeared in blood (pictured)

'The skin is then ripped from the animal's body, sometimes while they're still alive. A cold-hearted end for these remarkable, cold-blooded animals.'

Ogilvy & Mather's creative director Puripong Limwanatipong said the idea was to make consumers aware that 'every leather product caused a sensitive animal to endure a miserable life and suffer a terrifying death'.

'By surprising shoppers with the cruelty behind the exotic-skins industry, we can wake them up and spark change that will save animals' lives,' he said.

From outside this crocodile skin bag looks expensive and luxurious but unzip it and there is a horror inside

Much of the crocodile- and snake-skins are eventually exported or used in Asia to make luxury leather goods for fashion houses which sell them in Europe, North America and Australia.

The stunt comes as Peta announced on Thursday it had acquired shares in Prada in a bid to pressure the company over ostrich leather 'goose bump' handbags.

Peta's Mimi Bekhechi said: 'Every Prada goose bump bag means a young ostrich has been turned upside down in a stunner then ejected to have their throats cut and be plucked in a miserable and terrifying slaughter.'

Mail Online has sought to obtain a comment from Prada.

Thailand is home to the biggest crocodile farming industry in the world, with around 700,000 creatures passing through crocodile farms every year

PETA Asia says snakes are sometimes skinned alive and sometimes their jaws are pinned open before water is pumped inside them while they are still alive, to make skinning easier

The fake shop (pictured) opened in one of Bangkok's most luxurious shopping malls

This picture, released by PETA Asia, appears to show a snake being decapitated while still alive

Are they real? Just open them up and see. Fake crocodile skin handbags on sale in the pop-up shop

The shop contained snakeskin belts (pictured) which had a gory secret on the back