Our Story

Rooted in theatrical design, Apropos Studio has spent the last 30 years perfecting their craft in decorative plaster, paint,
and print.

Apropos currently employs a staff with a roster of specialized artists and operates out of a 17,000 sq. ft. studio in Minneapolis.


Jamie Reich

Owner, Creative Director: 30 years


Jamie spent a lot of time in high school theater, building and painting sets. When he graduated he felt directionless yet drawn intensely to the arts. After drifting to the Catskills and earning a degree in commercial art, he furthered a split major in art/theater at the University of Buffalo, working summer stock in Chautaqua NY. He was offered a prop assistant position at the Cleveland Playhouse and entered professional theater.

In 1983 Jamie was offered a position at the prestigious Guthrie Theater in Minneapolis, MN. He spent ten years deepening artisan trades, after which Jamie was offered a position as Technical Director with the Dayton’s photo studio. When moonlighting gradually overtook the Dayton’s position, he and a co-worker launched a business named Apropos.

During those years they expanded their business, painting backdrops for advertising and faux finishes with high-end residential clients, earning a reputation in those circles. Jamie’s partner left the business and moved to LA to focus his interests in residential design while Jamie continued landing scenic jobs: painting sets for Prince videos, a few TV movies and a number of films including Grumpy Old Men. A landmark job arrived from The Limited to paint decorative wall coverings for their chain store, Express. Soon, Jamie and his crew were painting seventy-five stores a year, which quickly grew to three hundred stores in The Limited brand; Victoria’s Secret, Structure, Limited Too and Bath Body Works.

Jamie has become the unintended yet enigmatic leader of Apropos. His employees are devoted to him and to his vision: creating high art for commercial purposes.








Apropos Studio
1 Malcolm Ave SE
Minneapolis, MN 55414