In the British television show Dragons' Den, entrepreneurs present their business pitches in the den.
The den is the programme's central set and gives the series its title. Entrepreneurs enter the room, make a short presentation and then answer questions from the investor panel. The setting is designed to emphasise the directness of the encounter: founders stand before several potential backers and must defend their valuation, sales figures and proposed equity deal.
The word also supports the show's dragon imagery. The investors are called dragons, so the entrepreneurs are entering the dragons' den to seek money and expertise. Although the format is a television production, the negotiations are presented as business discussions rather than as a conventional sales presentation.
Viewers may call the location a boardroom or pitch room, but those are generic descriptions rather than the programme's canonical term. The branded location is simply the den, and it is used throughout the British series and many international adaptations of the format.