DEPOP X DAISY CHAIN FIELDS
DEPOP X
DAISY CHAIN FIELDS
Experiential Conception, Development, Design, ExecutionDepop’s headline activation at the inaugural Daisy Chain Fields festival in Irvine, California.
THE UMBRELLA was engaged by Depop to concept, develop, & produce their headline activation at Daisy Chain Fields, the inaugural all-women music festival founded by Olivia Rodrigo at Great Park in Irvine, California, for a crowd of 45,000.
The brief: bring Depop’s new “Where Taste Recognizes Taste” campaign to life as a full day of things to do, in a footprint you could see from anywhere on the grounds.
Our answer was the Depop oasis, a reflective campus in red, white & black set among the festival’s wildflowers: a 40ft mirror-clad pavilion under a canopy of oversized red flowers, rolling grass hills & a day of moments built around it.
The Oasis
Visible from across the grounds, we built a 40ft pavilion clad in mirror & crowned with the Depop wordmark, with a red roof above & a canopy of oversized red flowers casting shadows over rolling grass hills planted with wildflowers. Giant red Depop letters sat in the hills, red lounge seating & charging tables filled the shade, & a DAISY CHAIN FIELDS x depop sign cut into turf marked the entrance. Festival goers claimed the hills from doors to close.
Flower Shower
At the heart of the oasis stood a circular glass “cash grab” machine filled with hundreds of fabric flowers. Guests stepped inside, the flowers took flight, & anyone who came out holding a winning flower claimed a prize from a glass case of curated Depop pieces. It drew the longest line of the day & was a magnet for User Generated Content from open to close.
Depopsicle
From a mirrored cart out front we served depopsicles, twin ice pops in Depop’s gradients made to be split with your twin, in exchange for a download of the Depop app. Ten sticks were marked “Prize Winner.” Five hundred pops went out before the day was done.
Depop DIY
Inside the pavilion, guests dug through the Style Bar, racks of vintage tees, bandanas & trucker hats, picked one piece & took it to the Custom Clothing Stamps station, where they printed it with Depop flowers, letters & numbers by hand. Every guest left with a one-of-one.
Gems Central
Beside the Style Bar, we added some sparkle to guests’ fits with hair gems, red flowers, little hearts & stars, applied one at a time.
Fit Check Field
A gingham picnic blanket, cantilevered toward the camera beneath a Depop sign & set with picnic props, served as the photo moment. Guests posed on the blanket & walked away with a magnetic polaroid to keep.
Video Moment
In front of a wall of wildflowers behind corrugated plastic, carrying the Depop wordmark, guests posed for a video moment captured by Hypno, post-processed on the spot & delivered to their phones by QR code, ready to share.
The Crowd
Over the course of the day, tens of thousands of festival goers passed through the Depop oasis, & content from the activation circulated widely across Depop’s community in the days that followed.
When
August, 2026
Where
Irvine, California
Client
Depop
Creative Agency & Production
THE UMBRELLA
Production Design
Gabriel Pechia for THE UMBRELLA
Set Design & Scenic Execution
Natalie Fält
Fabrication
Cactus Fabrication
Photography
Miranda McDonald
Videography
Em Shafer
Live Content Capture
Hypno
Services
Creative Direction
Concept Development
Branding & Co-Branding
Project & Event Management
Event Production
Print & Graphics
Technical Direction
Content Capture & Post-Production
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