Apple Corps has unveiled plans for a city centre redevelopment and new home for The Beatles Story.
The long-running 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, directly opposite Liverpool Lime Street station.
The new 100,000 square foot site in the heart of the city will more than quadruple the attraction’s current footprint. Meanwhile, the St Johns Beacon will also house a Yellow Submarine themed viewing experience over the city of Liverpool.
In addition, The Beatles Story will 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,” said a statement.
The new iteration of The Beatles Story will open in 2028.
The Beatles Story will use immersive technology, original artefacts and reconstructed sets. 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 of 2028.
The Beatles in 1962 (credit: Apple Corps)
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. The Beacon will operate as a standalone attraction, although fans will be able to bundle both experiences.
Every ticket sold to The Beatles Story will contribute to the The Apple Corps Liverpool Trust, a charitable initiative established to provide financial support and opportunities for emerging Liverpool artists and local cultural endeavours.
Apple Corps will take over the running of The Beatles Story in its current location in 2027, before moving the attraction to St Johns in 2028.
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. 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.”
Sir Paul McCartney 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.”
Liverpool birthed the greatest band in history and today we are announcing a new experience in the city that does justice to that legacy
Tom Greene
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.”
Prime Minister Andy Burnham said: “The Beatles are one of the greatest examples of what Britain can give to the world. Four young men from Liverpool changed music and popular culture forever – and, more than sixty years later, their story is still a source of enormous pride for this city and for our whole country.
“This is the kind of ambition I want to see more of across Britain: backing the things our great cities do best and turning that global reputation into jobs, opportunity and growth. This will be a world-class addition to Liverpool and another showcase for British music and creativity on the international stage.
“But the best legacy we can give The Beatles is to make sure theirs isn’t the last great British success story to begin this way. Talent exists in every part of our country; opportunity still doesn’t. I want the next generation of young artists, wherever they grow up, to believe there is a route from their bedroom, rehearsal room or local venue to the very top of the world. The fact that this project will help open those doors makes it even more special.”
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
Sir Paul McCartney
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.
“And I love that this won’t just be harking back. Every ticket sold will go towards ensuring that the band’s extraordinary story is kept alive and passed on to generations still to come, helping the next generation of Liverpool artists start writing stories of their own. That feels very Liverpool: fiercely proud of where we’ve come from but always looking to what comes next.”
The Beatles are one of the greatest examples of what Britain can give to the world
Andy Burnham
Intensive work has been undertaken by Apple Corps Ltd with Liverpool City Council and Liverpool City Region Combined Authority, with support from central government.
The music industry has welcomed the plans for The Beatles Story.
“With this innovative new fan experience, The Beatles continue to shape the cultural and artistic identity of Liverpool as one of the greatest musical cities in the world,” said Dickon Stainer, chairman & CEO, Universal Music Group UK & Ireland, which has a long-term partnership with Apple Corps on The Beatles catalogue.
“Local music scenes can create a global impact and there's no better example of this than The Beatles and Liverpool, who together share a special story that occupies a unique place in Britain’s music heritage,” said Dr Jo Twist OBE, BPI chief executive. “Apple Corps launching a new Beatles Experience in the city is wonderful news, not just for its people and the wider region, but for the whole of the UK. This investment will inspire a whole new generation of creative talent who can build on this incredible legacy and look forward to a bright future.”
"The launch of Liverpool's first official Beatles experience is great news not only for the city but for Fab Four fans the world over,” said Tom Kiehl, UK Music chief executive. “The Beatles continue to inspire generation after generation of artists and music lovers, and this official experience in their hometown will help back local creative communities, drive economic growth, employment and music tourism in Liverpool and the wider city region, support the UK's £8 billion music sector and ensure that The Beatles' influence endures for decades to come."
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