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IM Properties has signed up SERVE to a 12,000 sq ft underground unit at 55a Temple Row in Birmingham.

SERVE will debut its flagship venue in the city, launching a new social entertainment brand, combining a stylish and contemporary bar with an immersive ping pong experience.

The first of its kind outside London, 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. The new offering will 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.

Harry Goodman asset manager at IM Properties said: “It’s great to see innovation in any market and refreshing to work with a brand such as SERVE to offer a new leisure experience in Birmingham. We’re confident the city will embrace the concept.”

Hoping to create more than 40 new full and part time jobs, refurbishment work has already begun with the new venue expected to be open this summer.

David Smith, SERVE’S managing partner, added: “Ping pong social venues have taken off in the states with a new generation of players enjoying the social side of ping pong in cool bars and clubs.

“The city’s 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. Our aim is to quickly establish SERVE as the iconic, go to venue in Birmingham which offers something cool, contemporary and fun!”

SERVE will include 15 ping-pong tables and a private room with two tables as an exclusive space for corporate events and private birthday parties.

55a Temple Row is also home to a number of retailers including Pret a Manger, Jessups.