New Home Announced For ‘The Beatles Story’ in Liverpool, Opening in 2028, via Apple Corps

The Beatles in Liverpool (Photo: Apple Corps Ltd.; used with permission)

Apple Corps Ltd. has announced plans for a new city center redevelopment and new home for The Beatles Story. The long running, award-winning attraction will move in 2028 from its current home in Liverpool’s Albert Dock to a brand-new site that was formerly St Johns Market in St Johns Shopping Centre. The new 100,000 square foot site in the heart of the city will more than quadruple the attraction’s current footprint. In addition, the iconic St Johns Beacon will also house a Yellow Submarine-themed viewing experience over the city of Liverpool.

The ambitious plan will see The Beatles Story move into the hands of Apple Corps, the company founded in 1968 to oversee The Beatles’ creative and business interests. It will be the first official fan experience to be operated in Liverpool by the company, creating a truly world class authentic destination befitting of the world’s greatest musical legacy.

From the Oct. 20, 2026, announcement: The Beatles Story will use immersive technology, original artifacts and spectacular reconstructed sets to bring the Beatles’ extraordinary story to life. During a multi-hour experience, visitors will journey through the world that created The Beatles, from the streets of post-war Liverpool, through their formative years in Hamburg and the explosion of Beatlemania, to the heights of their international fame. Fans will be able to step inside some of the most iconic locations and moments in Beatles history, including The Cavern, Abbey Road, Shea Stadium, Savile Row and many more. A number of these immersive locations will be created using sets and props from Sam Mendes’ upcoming The Beatles: A Four-Film Cinematic Event, which Sony will release in cinemas around the world in April 2028.

The St Johns Beacon Yellow Submarine-themed experience will also give fans the opportunity to enjoy a panoramic 360-degree view of Liverpool, taking in the landmarks and key locations where pop history was made, as well as some of the city’s most famous sights—all from one of the best viewpoints in the city. Liverpool’s second tallest building, The Beacon will operate as a standalone attraction, although fans will be able to bundle both experiences.

And while the new attraction will celebrate Liverpool’s greatest musical export and draw visitors from around the world, its impact will also support the city’s next generation of talent. Every ticket sold to The Beatles Story will contribute to the Apple Corps Liverpool Trust, a charitable initiative established to provide financial support and opportunities for emerging Liverpool artists and local cultural endeavors. More details of the Apple Corps Liverpool Trust will be announced at a later date.

Apple Corps will take over the running of The Beatles Story in its current location in 2027, before moving the attraction in 2028. The announcement marks another signifier of this future-facing, progressive new chapter in the history of the company. Since its formation in 1968, the organization has overseen The Beatles’ creative and business interests around the world. The new Beatles Story in Liverpool will be only the second permanent Beatles experience ever operated by Apple Corps, following the forthcoming attraction at 3 Savile Row in London, which is due to open at the end of 2027. [More on that here.] The Beatles Story will be opening shortly after the April 2028 release of Mendes’ eagerly anticipated Beatles films.

The Beatles in Liverpool, 1962. (Photo: Apple Corps Ltd.; used with permission)

Apple Corps’ CEO Tom Greene said: “Liverpool birthed the greatest band in history and today we are announcing a new experience in the city that does justice to that legacy. Just like Graceland or Dollywood, it’s fitting that The Beatles will have a world class destination for fans to visit in the center of the city where the story started. It marks a new chapter in Apple Corp’s history and we can’t wait for people to see what we’ve been working on.”

Paul McCartney noted: “I find it incredible and humbling that people are still interested in our story and it’s very exciting to me that The Beatles Story and The Beacon are being transformed in such an exciting way in the heart of Liverpool city. I love Liverpool. It’s part of who I am, it’s part of who The Beatles are. If you’d told us this was going to happen when we were hanging out and getting started we’d never have believed it. The extraordinary plans the Apple Corps team have shown me for The Beatles Story take me right back to that journey, from Liverpool to the world and back home again. It couldn’t have happened without Liverpool and I can’t wait for people to be able to step into our story and share the experience.”

Ringo Starr said: “When we grew up in the Dingle, we never thought we’d be on a plane, much less all the places this long, long road took us. I was blessed from the moment I first held a drum at 13 years old, and from then on it’s been my dream to be a drummer. I remember it all so well, on Saturdays Roy (Trafford) and I would spend many great hours at the Bodega and then the Cavern. I have such great memories of the first band I was in – me, Eddie, and Roy were all working in the factory when we started a skiffle group. Who would have thought where the story went from there – leading to me joining the Beatles. Liverpool was, and still is, music city. And now we are expanding the The Beatles Story Experience in Liverpool – how far out. The beat goes on. I also love that proceeds from every ticket will go back to support new Liverpool artists. It is great to be part of this – deep down I am still a scouser – I love what Apple (Corps) and Liverpool are doing.”

Beatles recordings, merch and more are available in the U.S. here, in Canada here and in the U.K. here.