The Beatles Story is set to move to a spectacular new home in Liverpool city centre in 2028, as part of ambitious redevelopment plans announced by Apple Corps Ltd.

The award-winning attraction will relocate from its current home at the Royal Albert Dock to the former St Johns Market site within St Johns Shopping Centre, directly opposite Liverpool Lime Street station.

The new 100,000 sq ft attraction will be more than four times the size of its existing home, creating a major new destination celebrating the life, music and legacy of The Beatles.

As part of the plans, the iconic St Johns Beacon will also be transformed into a Yellow Submarine-themed viewing experience, offering panoramic views across Liverpool.

The announcement marks a significant new chapter for The Beatles Story, which will come under the ownership and operation of Apple Corps, the company founded in 1968 to oversee The Beatles’ creative and business interests.

Apple Corps will take over the running of the existing attraction in 2027 before opening its new city centre home in 2028.

A new immersive home for The Beatles Story

The expanded attraction will combine immersive technology, original artefacts and reconstructed sets to take visitors on a journey through the extraordinary history of the Fab Four.

Visitors will explore the streets of post-war Liverpool, the band’s formative years in Hamburg, the explosion of Beatlemania and their rise to international superstardom.

The experience will recreate some of the most famous locations in Beatles history, including The Cavern, Abbey Road, Shea Stadium and Savile Row.

Some of the sets and props will come from director Sam Mendes’ forthcoming The Beatles: A Four-Film Cinematic Event, which is scheduled for worldwide cinema release in April 2028.

The new attraction will open shortly after the films’ release, bringing together two major celebrations of The Beatles’ legacy.

St Johns Beacon to become Yellow Submarine experience

The redevelopment will also breathe new life into one of Liverpool’s most recognisable landmarks.

St Johns Beacon, the city’s second tallest building, will house a Yellow Submarine-themed attraction featuring 360-degree views of Liverpool.

Visitors will be able to look out across the city and discover the landmarks and locations that helped shape The Beatles’ story, alongside Liverpool’s other famous sights.

The Beacon will operate as a standalone attraction, although visitors will also be able to purchase combined tickets for both experiences.

Paul McCartney and Ringo Starr welcome the plans

Paul McCartney has welcomed the announcement, describing the plans as an exciting opportunity to celebrate the band’s history in the city where it all began.

He said:

“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 also reflected on his Liverpool roots and the importance of supporting future generations of musicians.

He said:

“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.”

Supporting the next generation of Liverpool artists

Alongside the new attraction, Apple Corps has announced the creation of The Apple Corps Liverpool Trust, a charitable initiative designed to support emerging Liverpool artists and local cultural projects.

Every ticket sold to The Beatles Story will contribute towards the trust, helping provide financial support and opportunities for the city’s next generation of creative talent.

Further details about the initiative will be announced in due course.

Tom Greene, CEO of Apple Corps, 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 centre 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.”

Major boost for Liverpool city centre regeneration

The relocation is expected to play a significant role in the regeneration of the St Johns area, transforming a prominent city centre site into a major international visitor attraction.

The project is being developed through a partnership involving Apple Corps, Liverpool City Council and the Liverpool City Region Combined Authority, with support from central government.

The organisations have been working together on preparations for the site, improvements to the surrounding public spaces and opportunities to maximise the project’s economic and social benefits.

Liverpool City Region Mayor Steve Rotheram said:

“The Beatles belong to the world – but Liverpool will always be home. Their music changed popular culture forever and carried the name of our city to every corner of the globe, so it feels absolutely right that the definitive Beatles experience should be here, in the place where it all began.

“People already travel halfway around the globe to visit the birthplace of four lads that shook the earth. These plans take that extraordinary pull to another level – creating a world-class destination that will give millions more fans a reason to make the pilgrimage to their spiritual home and experience the city, its music and its culture for themselves.”

Liverpool City Council Leader Liam Robinson described the announcement as an opportunity to transform an important gateway into the city.

He said:

“This announcement is another hugely exciting chapter. It gives us the opportunity not only to create an incredible new home for The Beatles Story, but to kick-start the regeneration of an important gateway into our city centre, attracting visitors from across the world and creating opportunities for our city and the wider UK economy.

“And I’m particularly excited about what this can mean for the next generation. Liverpool has never been short of talent. Talent is everywhere, but opportunity isn’t, which is why The Apple Corps Liverpool Trust matters.”

The new Beatles Story will become only the second permanent Beatles experience operated by Apple Corps, following a planned attraction at 3 Savile Row in London, due to open towards the end of 2027.

With its expanded exhibition space, immersive experiences and transformation of St Johns Beacon, the project promises to create a major new cultural landmark in the heart of Liverpool.

The new Beatles Story and Yellow Submarine-themed Beacon experience are scheduled to open in 2028.

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