Who We Are

Concept II is one of the country’s premier complete kitchen and bath design studios. Located in Rochester, NY, Concept II has distinguished itself among the industry with an unsurpassed design process, superb product lines, expert installation, and unmatched customer service both during and after a project. Upon visiting Concept II’s award winning showroom you will find kitchen, bath, tile and stone displays featuring unique products, most of which are exclusive to Concept II. Concept II has become a destination not only for homeowners, but architects and designers from around the country.

Concept II has designed some of the most beautiful homes in the Rochester, NY area, across New York State, and throughout Manhattan. Our expertise and service also extends nationwide with having completed projects in Florida, the Mid-Atlantic region, and even out west. Our perspective and purpose is to provide quality finished products and a professional experience for our clients, wherever they reside.



Concept II is a boutique kitchen, bath, tile and stone design studio in Rochester, NY, that specializes in custom cabinet design and expert installation. Founded by Gary Pino in 1970, he quickly established himself and the company as the leader in designing and installing the most distinctive kitchens and baths in the greater Rochester area.

Gary’s extensive experience as a skilled designer and building contractor is the primary reason for the company’s prowess and reputation. “We don’t sell cabinets, we sell kitchens,” Gary always says. He maintains that you can buy cabinets anywhere; but it takes quality products and work to create an extraordinary environment tailored to a customer’s taste and lifestyle.


Mission Statement

“Excellence Through Service” means that we, as individuals and as an organization, will provide the best product possible to every customer, on every job. We are privileged to have been selected by our customers and will work diligently to earn and maintain their confidence and future business.

“Excellence Through Service” means that we have a commitment to delivering quality products to our customers. We are skilled professionals continuously striving for ways to improve the products and services we deliver. We will never willfully sacrifice quality and exactness for the sake of pride.

“Excellence Through Service” means that we will always treat our customers honestly and fairly. We will never compromise our integrity or jeopardize our customers’ trust in us.


  • We used Concept II for a simultaneous kitchen and master bath renovation. It was a fairly large project as both rooms were torn completely down to the studs, including the ceilings. Concept II did the design jointly with an interior decorator we’d used previously. Their team installed new plumbing, electrical and mechanicals where needed. We couldn’t be happier, and I can’t say enough about working with them. Everyone in their organization is professional, knowledgeable and helpful. They were on budget and finished the project before their original timeline projections. I always felt like their employees respected my time, my money, and my property. Their level of organization is really what stood out to me. There were a lot of moving parts and items to be ordered, and it was all done correctly and on time. We would use their services again in the future. I have absolutely no reservations about recommending that someone consider using Concept II’s services.

    TJ Shepard

  • Concept II not only helped me get through the endless options of tile, they saw my vision and guided me to a look that guests still rave over. Great group of people who know their stuff!!

    Duane Beckett

  • Concept II has done three major renovations to our homes in the last twenty years. Each project was done with great skill, professionalism and timeliness. They offer an extensive line of great products and their very tasteful showroom displays a great selection of styles to help in the decision-making process.
    The staff is knowledgeable and professional. Great effort is given to all requests and needs of the consumer. I recommend anyone that needs a company to do a new build or renovation Concept II knowing they will not be disappointed. The staff is knowledgeable and professional. Great effort is given to all requests and needs of the consumer. I recommend anyone that needs a company to do a new build or renovation Concept II knowing they will not be disappointed.

    Dee Palmeri

  • We completely gutted our kitchen and updated it. The designer listened to what was important to us and incorporated it into the design. The work was custom and high end. The construction was top notched and we have not had any problems in the year since remodeling. The design staff was creative with great ideas and suggestions. The project was fun to do and we are very pleased.

    Thomas Dubois

  • I can’t say enough about how wonderful and helpful Concept II was to work with. They were with me every step of the way and advised on the style/color but also the appropriate size for space, layout/design (ie. soldier, off set, diagonal, herringbone. etc), did drawings for contractor, and helped tie it in with all the finishes in each room. I went to two other tile stores and they were somewhat helpful with color/style…but nothing beyond…I left very overwhelmed. I used Concept II on 3 baths and a kitchen. There is no doubt they do amazing things with high end budgets…but I think the true test is a small space with a limited budget. My sons’ bath is 5’x7′ and they came up with an extremely economical solution that is stylish and timeless…I absolutely love it and so does he!

    Nicole DeBraal