Apple Corps Ltd has announced plans to relocate The Beatles Story from Albert Dock to a new 100,000 square foot site at St Johns Shopping Centre, opposite Liverpool Lime Street station, in 2028. The move will more than quadruple the current attraction's footprint.
The new venue will house The Beatles Story as its main attraction, with a separate Yellow Submarine themed viewing experience housed in the St Johns Beacon. The Beacon experience will offer panoramic 360-degree views of Liverpool from one of the city's tallest buildings.
What the new attraction will include
The Beatles Story will use immersive technology, original artefacts and reconstructed sets to tell the band's story. Visitors will journey through post-war Liverpool, the band's formative years in Hamburg, the era of Beatlemania, and their international fame. Immersive recreations will include The Cavern, Abbey Road, Shea Stadium, Savile Row and other iconic Beatles locations.
A number of these immersive locations will be created using sets and props from Sam Mendes' The Beatles: A Four-Film Cinematic Event, which Sony will release in cinemas in April 2028.
The St Johns Beacon Yellow Submarine experience will operate as a standalone attraction, though visitors will be able to purchase combined tickets for both experiences.
Charity support for local artists
Every ticket sold to The Beatles Story will contribute to the Apple Corps Liverpool Trust, a charitable initiative to provide financial support and opportunities for emerging Liverpool artists and local cultural endeavours.
Timeline and management
Apple Corps will take over running The Beatles Story at its current Albert Dock location in 2027, before the move to St Johns in 2028. This will be only the second permanent Beatles experience operated by Apple Corps, following an attraction due to open at 3 Savile Row in London at the end of 2027.
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 centre of the city where the story started."
Paul McCartney commented: "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."
Ringo Starr added: "Liverpool was, and still is, music city. And now we are expanding the The Beatles Story Experience in Liverpool – how far out. 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. Peace and love, Ringo."