The lift is the iconic entrance to the pitch room in the British television programme Dragon's Den.
Entrepreneurs traditionally arrive by lift before walking into the room to face the Dragons. The entrance has become one of the programme’s recognisable visual features because it marks the transition from preparation backstage to the high-pressure pitch itself.
The lift is sometimes described informally as an elevator, but “the lift” is the standard British term used in the programme’s setting. It is not the name of a Dragon, a business segment or an investment mechanism. The dramatic entrance also supports the show’s metaphorical idea of entering a den occupied by powerful investors.
After entering, contestants deliver a prepared presentation before answering questions. The sequence can create suspense, but the substantive decision depends on the business proposal, financial evidence, valuation and terms offered to the Dragons.