Prime Minister Andy Burnham has welcomed plans for a "world class" new Beatles attraction in Liverpool, the city of his birth, saying he wants the ambition behind the 100,000 sq ft visitor experience replicated across the country. Apple Corps, the multimedia foundation founded by The Beatles, has unveiled major multi-million pound plans for the first ever official Beatles experience in the band's home city.
Move from Albert Dock to St Johns Market Hall
The long-running Beatles Story attraction, based at the city's Albert Dock, will be moved and revamped into a central, immersive attraction in 2028. The new experience will be created in the former St Johns Market Hall, which has remained vacant since the market closed in 2024. At 100,000 square feet, the site will have more than quadruple the footprint of the current Beatles Story.
The plans also include the iconic St Johns Beacon - the former home of Radio City - which will be transformed into a Yellow Submarine-themed viewing experience over the city of Liverpool. This will be the first official fan experience to be operated in Liverpool by Apple Corps, with those behind it aiming to "create a truly world class authentic destination befitting of the world’s greatest musical legacy."
Immersive journey through Beatles history
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 height 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.
Yellow Submarine experience and charitable trust
The St Johns Beacon Yellow Submarine-themed experience will 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. Liverpool's second tallest building, The Beacon will operate as a standalone attraction, although fans will be able to pay for both experiences together.
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 endeavours. More details of the Apple Corps Liverpool Trust will be announced in due course, the company said.
Prime Minister's response
The scale and ambition of the project - as well as the potential contribution it will make to nurturing young talent - has been welcomed by Prime Minister Andy Burnham, who was born in Liverpool and is a Beatles fan himself. Speaking about the Beatles Story plans, he 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."
