The Beatles‘ Apple Corps is set to open a 100,000-square-foot immersive Beatles experience in Liverpool in the UK in 2028.
It will do so by taking over The Beatles Story, the long-running attraction at the city’s Albert Dock, and moving it to a new site in the city center.
The plans were announced on Tuesday (October 20).
Apple Corps will take over the running of The Beatles Story at its current home in 2027.
The attraction will then move in 2028 to the former St Johns Market in St Johns Shopping Centre, opposite Liverpool Lime Street station.
Apple Corps says the new site is four times the size of the attraction’s existing home.
According to Apple Corps, The Beatles Story will become the first official Beatles fan experience that the company operates in Liverpool.
The Beatles Story opened at the Albert Dock in May 1990.
It has been owned by Merseytravel since 2008, according to the attraction’s website.
Merseytravel is the publicly owned transport executive of the Liverpool City Region Combined Authority.
The attraction welcomed more than 315,000 visitors in 2019, the website says.
Financial terms of the Apple Corps takeover were not disclosed.
“Liverpool birthed the greatest band in history and today we are announcing a new experience in the city that does justice to that legacy,” said Tom Greene, CEO of Apple Corps.
“Just like Graceland or Dollywood, it’s fitting that The Beatles will have a world-class destination for fans to visit in the center 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.”
“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, APPLE CORPS
Apple Corps was founded by The Beatles in 1968 to oversee the band’s creative and business interests.
Greene became CEO of Apple Corps in September 2025 and is only the third chief executive in the company’s history.
He previously ran Pottermore Publishing and Wizarding World Digital, both part of the Harry Potter franchise.
Apple Corps says the relocated attraction will be a “multi-hour experience” built around immersive technology, original artifacts, and reconstructed sets.
It will trace the band’s history in sequence, starting in postwar Liverpool and moving through Hamburg, Beatlemania, and the group’s international fame.
Fans will be able to enter recreations of locations including The Cavern, Abbey Road, Shea Stadium, and Savile Row.
Some of those recreations will use sets and props from Sam Mendes‘ The Beatles: A Four-Film Cinematic Event, which was first announced in February 2024.
Sony Pictures will release the films in cinemas worldwide in April 2028, and The Beatles Story will open shortly afterward, according to Apple Corps.
Apple Corps is also taking over Liverpool’s St Johns Beacon tower, where it plans to open a Yellow Submarine-themed viewing attraction.
The Beacon, which Apple Corps describes as Liverpool’s second-tallest building, will offer fans a 360-degree view of the city.
It will run as a standalone attraction, although fans will be able to buy combined tickets with The Beatles Story.
Every ticket sold for The Beatles Story will contribute to The Apple Corps Liverpool Trust, a charitable initiative.
The Trust will back emerging Liverpool artists and local cultural projects with funding and opportunities. Apple Corps said more details will follow.
Apple Corps developed the plans with Liverpool City Council and the Liverpool City Region Combined Authority, with support from the UK government.
The Liverpool project follows Apple Corps’ announcement in May that it would open 3 Savile Row in London as a ticketed attraction.
The Mayfair building housed one of Apple Corps’ earliest headquarters, and its rooftop was the site of The Beatles’ final live performance in 1969.
At the time, Apple Corps said a second experience was in development.
The Beatles at 3 Savile Row is due to open at the end of 2027, and Apple Corps says the new Beatles Story will be only the second permanent Beatles experience it has operated.
“I LOVE LIVERPOOL. IT’S PART OF WHO I AM, IT’S PART OF WHO THE BEATLES ARE.”
PAUL MCCARTNEY
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.”
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 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.”
“LIVERPOOL WAS, AND STILL IS, MUSIC CITY.”
RINGO STARR
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.”
UK 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.”
Liam Robinson, Leader of Liverpool City Council, said: “This announcement is another hugely exciting chapter. It gives us the opportunity not only to create an incredible new home for The Beatles Story, but to kick-start the regeneration of an important gateway into our city center, attracting visitors from across the world and creating opportunities for our city and the wider UK economy.”
In August, Apple Corps signed a global partnership with Universal Music Group covering The Beatles’ merchandise, licensing, and e-commerce.
UMG has been home to The Beatles’ recorded music catalog since 2012.Music Business Worldwide