Apple Corps Ltd, the multimedia corporation founded by The Beatles, will create the first ever official Beatles experience in the band's home city, transforming Liverpool city centre's iconic St Johns Beacon and the former St Johns Market site. The new Beatles Story, set to open in 2028, will be a multi-million pound attraction spanning 100,000 square feet.
New Home for The Beatles Story
The long-running The Beatles Story attraction, currently based at the city's Albert Dock, will be moved and revamped into a central, immersive attraction. 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 offering panoramic 360-degree views of Liverpool. Liverpool's second tallest building, The Beacon will operate as a standalone attraction, although fans will be able to pay for both experiences together.
Official Endorsements and Vision
Sir Paul McCartney described the landmark plans as "extraordinary," while Ringo Starr said the vision for the attraction is "far out." Prime Minister Andy Burnham said the Fab Four vision for his home city shows "the kind of ambition I want to see more of across Britain."
McCartney said: "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 added: "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."
Immersive Experience and Charitable Trust
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. 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.
Partnership and Future Plans
Apple Corps Ltd will take over the running of The Beatles Story in its current location in 2027, before moving the attraction to St Johns in 2028. The new attraction will be only the second permanent Beatles experience ever operated by Apple Corps, following the forthcoming attraction at 3 Savile Row in London, which is due to open 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."
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." The announcement is made possible by a Liverpool-led partnership, with intensive work undertaken by Apple Corps Ltd with Liverpool City Council and Liverpool City Region Combined Authority, with support from central government.
