Liverpool will host a huge Beatles experience in 2028

The Beatles’ long-running “The Beatles Story” attraction in Liverpool is set to move to a new 100,000-square-foot home in 2028, as part of a major expansion led by Apple Corps Ltd. The new site will be located in the former St Johns Market at St Johns Shopping Centre, directly opposite Liverpool Lime Street station, and will be more than four times the size of the attraction’s current home at Albert Dock.

Announced by Apple Corps on October 20, the project will bring an immersive Beatles experience to the heart of the city where the band began. The company, founded in 1968 to oversee the group’s creative and business interests, will take over the running of “The Beatles Story” at its current location in 2027 before the attraction moves to St Johns the following year.

The experience is planned as a multi-hour journey through the band’s history, from post-war Liverpool and the group’s formative years in Hamburg to Beatlemania and international stardom. Visitors will be able to explore recreated settings associated with key moments in the band’s story, including the Cavern Club, Abbey Road, Shea Stadium and Savile Row. The attraction will combine immersive technology and original artefacts with reconstructed sets.

Yellow Submarine viewpoint planned for St Johns Beacon

The redevelopment also includes a separate Beatles-themed attraction at St Johns Beacon, Liverpool’s second-tallest building. The tower will host a “Yellow Submarine”-themed viewing experience, offering panoramic 360-degree views across the city and its music landmarks. Visitors will be able to buy access to the viewpoint separately or combine it with The Beatles Story.

Some of the reconstructed locations at the new attraction will use sets and props from director Sam Mendes’ upcoming “The Beatles: A Four-Film Cinematic Event”, which Sony is scheduled to release in cinemas worldwide in April 2028. The new Liverpool experience is expected to open shortly after the films arrive.

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 Corps’ history and we can’t wait for people to see what we’ve been working on. – Tom Greene, Apple Corps CEO

I find it incredible and humbling that people are still interested in our story and it’s very exciting to me that The Beatles Storyand 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. – Paul McCartney

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. Peace and love, Ringo. – Ringo Starr

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. – Steve Rotheram, Liverpool City Region Mayor

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. – Andy Burnham, Prime Minister

Ticket sales to support emerging Liverpool artists

Every ticket sold for “The Beatles Story “is expected to contribute to the Apple Corps Liverpool Trust, a charitable initiative intended to provide financial support and opportunities for emerging artists and local cultural projects. Further details about the trust are due to be announced later.

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. Local officials say the redevelopment is intended to attract visitors, regenerate a key gateway into the city centre and create new opportunities for the region’s creative sector.

The Liverpool project will be the second permanent Beatles fan experience operated by Apple Corps. A separate attraction at 3 Savile Row in London, the company’s former headquarters and a location associated with the recording of “Let It Be” and the band’s famous rooftop performance, is due to open in late 2027.

The existing Beatles Story attraction at Albert Dock is expected to remain open as usual throughout 2026 and 2027 before the planned move.