The Abraham Derby is situated at the popular Merry Hill Shopping Centre. Its location is just outside of the mall, between the car park and the main entrance. The main challenge for our venue design specialists to overcome was that customers were walking past and not feeling invited to go in. It had almost become a blind spot.
The exterior space around the garden was judged to be the biggest opportunity for signage and branding to draw in customers. DV Architects created an external branded area using strategically positioned branded planters around the site. The pub quadrupled its covers through the week and its new popularity has led to further plans to extend the outdoor space with a curved extension around the building and a second entrance, allowing customers to walk directly into the pub from the car park.