The Beatles Story, the long-running attraction at Liverpool's Royal Albert Dock, is set to close its current home as it prepares to relocate to a new venue in the heart of the city.
The world-famous attraction will move to the former St Johns Market site in St Johns Shopping Centre, directly opposite Liverpool Lime Street station. The new 100,000-square-foot venue will more than quadruple the attraction's existing footprint, while the iconic St John's Beacon is also set to feature a Yellow Submarine-themed viewing experience overlooking the city.
A New Chapter Under Apple Corps
Since opening in May 1990, The Beatles Story has welcomed millions of visitors from around the world, celebrating the lives, music and legacy of John Lennon, Paul McCartney, George Harrison and Ringo Starr through an immersive journey into the story of the Fab Four.
Its current home at the Royal Albert Dock has played a key role in bringing the band's history to life, with atmospheric exhibition spaces recreating the sights and sounds of the 1960s. Visitors can also enjoy audio guides in 12 languages, narrated by John Lennon's sister, Julia Baird, helping the attraction connect with its growing international audience.
From 1987 Origins to Millions of Visitors
The Beatles Story journey began in 1987, thanks to husband-and-wife team Mike and Bernadette Byrne, following a visit to America and their experience with another Beatles attraction, Beatle City. Mike, a Merseybeat musician who knew The Beatles, and Bernadette, a regular at the Cavern Club who dated George Harrison in the early 1960s, spent two years researching and developing their vision.
Working alongside architects, set designers and graphic designers, the couple brought the attraction to life, choosing the developing Albert Dock waterfront as the ideal setting for a visitor experience rooted in Liverpool's musical heritage. The attraction proved a success from its opening day, earning numerous awards and welcoming more than four million visitors by its 25th anniversary. Its contribution to Liverpool's visitor economy was estimated at £300 million.
Over the years, The Beatles Story has grown beyond its original exhibition to include the educational Discovery Zone, two Fab4 Cafés and two Fab4 Stores, operating across its Royal Albert Dock and Pier Head locations. In 2008, ownership transferred to Merseytravel, the public-sector organisation providing transport expertise and strategic advice to the Liverpool City Region Combined Authority.
Apple Corps to Operate New Venue
Now, the attraction is preparing for its next evolution under Apple Corps, the company established by The Beatles in 1968 to oversee their creative and business interests. The new venue will be the first official Beatles fan experience operated by Apple Corps in Liverpool, bringing the band's story into a new purpose-built destination in the city where it all began.
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 Corps' history and we can't wait for people to see what we've been working on.”
The new-look Beatles Story is expected to open in 2028.
