The room where entrepreneurs pitch to investors on Dragons' Den is called the Den.
The name is a central piece of the programme’s branding. Contestants enter the Den, face the investor panel and deliver a concise presentation before answering questions about their business. The setting turns a normal investment meeting into a recognisable television ritual.
The Den is not the name of the company being pitched, the BBC channel or the investor panel itself. The Dragons are the people seated in the room, while the Den is the environment in which the negotiation takes place. That distinction explains why the show’s title can refer both to the investors’ identity and to the pitch location.
Although the set has changed over the years, the basic concept remains consistent: an entrepreneur crosses into the room, makes a proposal and waits for the Dragons’ responses. Generic terms such as “pitch room” describe its function but are not the programme’s established name.