New ping pong concept takes flagship space in Birmingham

Ping Pong

Social entertainment brand Serve has announced it has chosen Birmingham as the location for its debut flagship ping pong venue.

Taking inspiration from the huge resurgence of interest in the game, Serve will offer an immersive ping pong experience with an upscale food offering along with a contemporary bar.

Owners have agreed a deal with IM Group to lease 12,000 sq ft of below street level space at Temple Row in the Birmingham’s city centre. A £1 million refurbishment programme is now underway with the new venue opening early August.

The concept, which will occupy the former LA Fitness space, will create more than 40 new jobs in the area.

Serve is the brainchild of business partners James Day and David Smith, who first met in New York and began to develop the idea for a venue which combined four key elements – great food, fantastic cocktails, outstanding service, and most importantly, fun.

The pair had a vision to create a new offering that could provide a relaxed, family friendly environment by day and a hip, nightclub culture by night.

Serve Birmingham is the first of several venues planned to open as part of an ambitious growth programme, with at least three more planned in the next 12 months.

Managing director David said: “James and I spent months researching our market and the best cities for our flagship launch. Birmingham was always one of our top choices.

“There is huge investment taking place across the city and the Birmingham food and drink scene is expanding at an amazing rate. Over the last 12 months alone more than 15 new bars and restaurants have opened in the city including some very well-known names.”

Nicola Hewitt, commercial director at the West Midlands Growth Company, which operates tourism programme Visit Birmingham, said: “Birmingham’s vibrant culture and thriving culinary scene have become defining characteristics of what is Europe’s youngest major city.

“The region is brimful of creativity and innovation, providing the perfect backdrop for a unique venue like Serve and the inspired vision the business has.”

With 17 ping pong tables, Serve will be open throughout the day and night. A private room with two ping pong tables offers an exclusive space for corporate events and private birthday parties.

At night, the lights go down and the tempo paddles up with cocktails, slider menus made with local organic ingredients, guest DJs and masterclasses by stars of the ping pong world.

Serve Birmingham is due to open its doors on Friday August 3. For further information and to register for updates follow @HelloItsSERVE or visit

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