Our Shop

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Our History

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

Apropos currently employs a staff of fifteen together with a roster of specialized freelance artists and operates out of a 17,000 sq ft studio in Minneapolis. Additionally, travel teams are organized for on-site installations anywhere around the globe. Our client list includes Victoria’s Secret, PINK, GUESS, Inc., Bath and Bodyworks, Limited, Structure, Limited Too, Express, BCBG, St Johns, Forever 21, and many other satisfied customers.

Observing through a lens of fine artistry, special attention is paid to the smallest details. Apropos prides itself on artistic focus and maintaining deadlines. We build strong relationships with our clients and work hard to create and fully realize every vision.

Apropos will bring the same careful attention to big jobs or small ones. And what is done with care is meaningful.


Our People

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    Jamie Reich

    Owner, Creative Director: 31 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 and his wife Lois Rhomberg were offered positions at the prestigious Guthrie Theater in Minneapolis, MN as Prop Master and Lead Scenic Artist, respectively. They 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.

What our clients say about us

  • “Jamie is a effective performer and partner. He has a high energy level and the endurance to handle workloads or environment change. Jamie maintains positive composure and confidence in crisis and adverse situations. He takes responsibility to ensure accurate information and communication to my team and field contractors. He demonstrates passion and a positive work environment with my team through teamwork, innovation, and ideas. Jamie and his team understands the needs of the brand design concepts and participates willingly to accomplish team goals.”

    Ken Christopher
    Project Manager, Limited Brands
    October 2010

  • “I have worked with Apropos on Victoria’s Secret, PINK and LaSenza brands since 2001. The Apropos team of artists are a pleasure to work with, are always up for a challenge and consistently implement superlative results. I always look forward to working with the Apropos team.”

    Bonnie Bishop
    Project Manager, Limited Brands
    October 2010

  • “Apropos skills are outstanding. They always do the work with timely matter and delivers great results, usually better than what I ask for. They are very fun to work with, and I would recommend anyone to work with them in creative projects.”

    Ayako Otoshi
    Designer, Limited Brands

    November 2010

  • “The Apropos team is wonderful to work with! They recently collaborated with our design team on a Flagship retail store in the SoHo neighborhood of New York. They created material samples to help us finalize ideas for special finishes, and completed extensive artisan finish work on site. They must have touched about 90% of the surfaces in the store, and it looks fantastic! They were also instrumental in helping us problem-solve some unplanned finishing issues on site, and their quick thinking under pressure and expertise was invaluable. On many of our other stores across the country, Apropos not only supplies pre-finished materials to send to job sites, but their team members travel to stores to complete special on site work when needed. They do everything in their power to accommodate the client, and they take pride in their work.”

    Melissa Ng
    Designer, Limited Brands
    November 2010

  • “Jamie’s ability to balance creativity, artistic integrity, and project deadlines is fantastic! His work is of the highest quality and he is an absolute pleasure to work with! I recommend Jamie without any reservation.”

    John Sheehan
    Restaurant Owner
    October 2010