Urban Alice is a new urban lifestyle platform in the area of Ewha Womans University in Seoul. The area was a hub for trend setters during the 90s, but later declined due to a decreased number of visitors. The objective of the project is to revive abandoned shopping center and create a space that will generate the cultural values need to revitalize the area. It is designed as a wonderland for all alices living in the large city Seoul, and consists of the three stories.

Hyouck Huh earned the bachelor’s degree in architecture from University of Kon-Kuk, Seoul in 1993, studied architecture at Ecole d’architecture La Defense, Paris France, and received his master degree in University of Pantheon Sorbonne, Paris France in 1997. After his studies and works for architecture firms, he established his own architectural design studio ‘Design Tomorrow, Inc.’ in 2006. He is a principal designer and architect of Design Tomorrow, works as the specialist of luxury residential projects, boutique hotels and commercial retails. Recently, he is a vice president of KOSID-Korean Society of Interior Architects & Designers, and give a lecture on the interior architecture at graduate school of architecture in University of Kon-Kuk in Seoul.

Urban Alice is inspired by the 'Alice in Wonderland' tale, familiar to everyone and filled with social satire and fantastic ideas, and is core-targeting 'female students in their twenties' who are enthusiastic about new cultures and experiences.