As one of the judges of INVISION’s 2022 America’s Finest Optical Retailers competition put it, CHROMA is “eyecare as an artform”— and an undeniably worthy winner of this year’s contest. / Photography: Chad M. Davis, AIA

For 20 years, Barber paid a monthly fee for the dubious privilege of practicing under the brand name of a recognized “chain” of optometric offices. He knew he had more to offer his community. / Photography: Chad M. Davis, AIA

CHROMA is housed in a modern tilt-wall concrete building with a suspended walkway leading to the front door. “We are in the cultural center of Fort Worth with world renowned museums and we needed to look the part,” says Barber. / Photography: Chad M. Davis, AIA

CHROMA is located in Fort Worth’s Cultural District, a lively neighborhood whose attractions range from art galleries and gardens to live music venues and rodeos. / Photography: Chad M. Davis, AIA

The optical is housed in a cantilevered glass space that hovers 10 feet over Montgomery Street. Lit by LED lighting from above, the space puts on a “show” at night. / Photography: Chad M. Davis, AIA

With 20-foot floor-to-ceiling windows allowing an abundance of natural light, the patient is drawn in and compelled to browse the optical. / Photography: Chad M. Davis, AIA

One wall of the optical features frames in clear backlit acrylic cubes. / Photography: Chad M. Davis, AIA

Embarking on such an ambitious design wasn’t easy. “Every optical design firm I spoke with wanted to completely line the windows with cookie cutter display boards,” says Barber. / Photography: Chad M. Davis, AIA

Barber wants CHROMA’s patients to be able to purchase unique eyewear without having to leave Fort Worth. “We try to seek out unique frame lines that are not currently offered in our area.” / Photography: Chad M. Davis, AIA

At CHROMA, eyewear is displayed in floating glass shelving supported by steel rods. One wall of the optical features frames in clear backlit acrylic cubes. / Photography: Chad M. Davis, AIA

A pair of CHROMA’s private label frames. / Photography: Chad M. Davis, AIA

Jan Ennis, president of Ennco Display Systems and a judge of INVISION’s America’s Finest Optical Retailers contest, commented: “Wow… just wow! Exterior, interior… I’m blown away! Colors, ceiling detail, clever way of taking the windows out of play for merchandising— all the while taking advantage of RGB LED at night. I love it!” / Photography: Chad M. Davis, AIA

Multiple pairs or an annual supply of CLs earn a patient a ‘CHROMA cup’ stainless steel tumbler. / Photography: Chad M. Davis, AIA

Patients comment daily on the scenic view from the optical, says Barber. / Photography: Chad M. Davis, AIA

Dr. Barber recalls that in the years prior to opening his own practice he saw optometry move in the direction of higher volume, decreased quality of care, and more corporate involvement. “None of these trends had the patient’s best interest at heart.” / Photography: Chad M. Davis, AIA

Barber credits architect Bart Shaw of Ibanez Shaw Architecture with helping to bring his vision for CHROMA to life. / Photography: Chad M. Davis, AIA

“Life is too short to be unhappy,” says Barber. “We should all work in an environment and culture that makes us feel good. Hopefully, we make a difference in our patients’ lives — a
genuine smile goes a long way.” / Photography: Chad M. Davis, AIA