The SWAROVSKI OPTIK MY Junior binoculars were designed by formquadrat and specifically tailored to the needs, proportions, and preferences of children—while staying true to the premium values and visual identity of SWAROVSKI OPTIK.
The design combines child-friendly ergonomics with optical precision and a reduced, brand-typical formal language. Every detail, from the compact shape to the vibrant yet balanced color palette, has been carefully considered to appeal to young adventurers, without compromising the expectations of their parents.
The binoculars fit comfortably in small hands, making them easy to hold and use for extended periods of observation. The binoculars are also thoughtfully designed for children who wear glasses. By simply twisting the eyecups inward, users can enjoy a steady, immersive viewing experience—no slipping, no adjustments needed.
During development, various use cases were analyzed in detail, especially in comparison to adult users. The result is a product that successfully bridges robust usability, emotional appeal, and long-term brand consistency—while delivering the optical quality SWAROVSKI OPTIK is known for.
Whether it’s beetles on the ground, birds in the sky, or squirrels in the trees—the MY Junior allows children to discover the world up close, encouraging curiosity and creating unforgettable nature experiences.
BIG SEE Talks with Harry Müller, Senior Designer from formquadrat
Q: Children are intuitive testers—but also unpredictable users.
How challenging is it to develop high-end optical precision for such a unique user group?
A: Designing high-end optical products for children requires balancing precision with simplicity. Kids are curious and intuitive, but also unpredictable—so the product must be robust, easy to use, and enjoyable. Interviews, observation and a participative design process helped defying unpredictability and finding the right solutions.
For example, there is no diopter adjustment with a simple eyecup solution, and some components, like the strap attachments, were designed with durability in mind rather than technical complexity.
Still, SWAROVSKI OPTIK’s commitment to optical and tactile quality remains non-negotiable. The product had to be fun and accessible for children, but also meet the expectations of their parents. Striking this balance was a key challenge—and a rewarding one.
Q: Looking back on the project, what lessons will you carry forward into future design work? What can child-focused projects teach us about design in general?
A: This project taught us the importance of rethinking tradition. SWAROVSKI OPTIK has a strong and consistent design language and heritage—but targeting a completely new audience meant we had to question how far we could go while still staying true to the brand. Some details, like topographic lines referencing the “Habicht” mountain, helped create a new and more playful identity with a clear connection to the brand’s roots.
We learned in the process, that we couldn’t simply create a smaller pair of SWAROVSKI OPTIK binoculars, but a new and unique SWAROVSKI OPTIK product – especially for kids.
Working directly with children was eye-opening. Their feedback is often surprising, honest, and incredibly valuable. Designing for kids reminds us that playfulness, clarity, and emotional connection are universal—and that great ideas can come from users of any age.
“We couldn’t simply create a smaller pair of SWAROVSKI OPTIK binoculars, but a new and unique product—especially for kids.”
– Harry Müller
Q: Every collaboration leaves a mark. How have your partnerships shaped your approach over time, and how did working with SWAROVSKI OPTIK influence you as a design studio?
A: Collaborations shape the way we design—and working with SWAROVSKI OPTIK emphasized the importance of deeply understanding a brand’s values. Developing their design language for a new audience required sensitivity: staying true to their core while evolving with users and technology.
We were especially inspired by their dedication to detail and quality—without ever losing sight of usability. We spent more time on achieving premium quality than any other client before. That balance of quality and user experience has left a lasting impression on us, influencing not only how we think about product design, but also how we build brand narratives through products.
“We spent more time on achieving premium quality than any other client before.”
– Harry Müller
formquadrat
About Designer
Harry Müller is Senior Designer at formquadrat, a studio known for its functional, human-centered product design. With over 20 years of experience, formquadrat has developed more than 1800 projects and received over 100 international design awards. The studio combines creativity, technical precision, and a distinct formal language to create products that connect people, brands, and innovation.
Project
SWAROVSKI OPTIK MY Junior binoculars
Year of Completion:
2024
Location:
Austria
Contacts
Wepage:
www.formquadrat.com
Instagram:
@formquadrat
LinkedIn
formquadrat gmbh
E-mail:
office@formquadrat.com
Photo credits:
SWAROVSKI-OPTIK AG & Co KG.
Edited by:
Blažka Drnovšek
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The SWAROVSKI OPTIK MY Junior binoculars were designed by formquadrat and specifically tailored to the needs, proportions, and preferences of children—while staying true to the premium values and visual identity of SWAROVSKI OPTIK.
The design combines child-friendly ergonomics with optical precision and a reduced, brand-typical formal language. Every detail, from the compact shape to the vibrant yet balanced color palette, has been carefully considered to appeal to young adventurers, without compromising the expectations of their parents.
The binoculars fit comfortably in small hands, making them easy to hold and use for extended periods of observation. The binoculars are also thoughtfully designed for children who wear glasses. By simply twisting the eyecups inward, users can enjoy a steady, immersive viewing experience—no slipping, no adjustments needed.
During development, various use cases were analyzed in detail, especially in comparison to adult users. The result is a product that successfully bridges robust usability, emotional appeal, and long-term brand consistency—while delivering the optical quality SWAROVSKI OPTIK is known for.
Whether it’s beetles on the ground, birds in the sky, or squirrels in the trees—the MY Junior allows children to discover the world up close, encouraging curiosity and creating unforgettable nature experiences.
BIG SEE Talks with Harry Müller, Senior Designer from formquadrat
Q: Children are intuitive testers—but also unpredictable users.
How challenging is it to develop high-end optical precision for such a unique user group?
A: Designing high-end optical products for children requires balancing precision with simplicity. Kids are curious and intuitive, but also unpredictable—so the product must be robust, easy to use, and enjoyable. Interviews, observation and a participative design process helped defying unpredictability and finding the right solutions.
For example, there is no diopter adjustment with a simple eyecup solution, and some components, like the strap attachments, were designed with durability in mind rather than technical complexity.
Still, SWAROVSKI OPTIK’s commitment to optical and tactile quality remains non-negotiable. The product had to be fun and accessible for children, but also meet the expectations of their parents. Striking this balance was a key challenge—and a rewarding one.
Q: Looking back on the project, what lessons will you carry forward into future design work? What can child-focused projects teach us about design in general?
A: This project taught us the importance of rethinking tradition. SWAROVSKI OPTIK has a strong and consistent design language and heritage—but targeting a completely new audience meant we had to question how far we could go while still staying true to the brand. Some details, like topographic lines referencing the “Habicht” mountain, helped create a new and more playful identity with a clear connection to the brand’s roots.
We learned in the process, that we couldn’t simply create a smaller pair of SWAROVSKI OPTIK binoculars, but a new and unique SWAROVSKI OPTIK product – especially for kids.
Working directly with children was eye-opening. Their feedback is often surprising, honest, and incredibly valuable. Designing for kids reminds us that playfulness, clarity, and emotional connection are universal—and that great ideas can come from users of any age.
“We couldn’t simply create a smaller pair of SWAROVSKI OPTIK binoculars, but a new and unique product—especially for kids.”
– Harry Müller
Q: Every collaboration leaves a mark. How have your partnerships shaped your approach over time, and how did working with SWAROVSKI OPTIK influence you as a design studio?
A: Collaborations shape the way we design—and working with SWAROVSKI OPTIK emphasized the importance of deeply understanding a brand’s values. Developing their design language for a new audience required sensitivity: staying true to their core while evolving with users and technology.
We were especially inspired by their dedication to detail and quality—without ever losing sight of usability. We spent more time on achieving premium quality than any other client before. That balance of quality and user experience has left a lasting impression on us, influencing not only how we think about product design, but also how we build brand narratives through products.
“We spent more time on achieving premium quality than any other client before.”
– Harry Müller
formquadrat
About Designer
Harry Müller is Senior Designer at formquadrat, a studio known for its functional, human-centered product design. With over 20 years of experience, formquadrat has developed more than 1800 projects and received over 100 international design awards. The studio combines creativity, technical precision, and a distinct formal language to create products that connect people, brands, and innovation.
Project
SWAROVSKI OPTIK MY Junior binoculars
Year of Completion:
2024
Location:
Austria
Contacts
Wepage:
www.formquadrat.com
Instagram:
@formquadrat
LinkedIn
formquadrat gmbh
E-mail:
office@formquadrat.com
Photo credits:
SWAROVSKI-OPTIK AG & Co KG.
Edited by:
Blažka Drnovšek
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