New immersive Beatles experience announced for Liverpool

Plans for a new immersive Beatles experience in Liverpool have been announced.

The Beatles Story Museum will move in 2028 from its current home in Liverpool's Albert Dock to a new site, formerly St Johns Market in St Johns Shopping Centre.

The 100,000 square foot site in the heart of the city will more than quadruple the attraction's current size. In addition, the famous St Johns Beacon will also house a Yellow Submarine themed stand-alone attraction, offering a panoramic view of the city.

"I find it incredible and humbling that people are still interested in our story," said Paul McCartney. "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 plans will see The Beatles Story move into the hands of Apple Corps - a company founded by the band in 1968 to oversee their creative and business interests.

Tickets sold for the attraction will contribute to The Apple Corps Liverpool Trust, set up to provide financial support and opportunities for emerging Liverpool artists.

"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 Apple Corps' chief executive Tom Greene. "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."

The multi-hour experience will use immersive technology, original artefacts and reconstructed sets to bring the story to life. 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 heights of their international fame," according to a statement.

Fans will be able to step inside locations, including The Cavern, Abbey Road and Savile Row, some of which will be created using sets and props from Sam Mendes' upcoming The Beatles: A Four-Film Cinematic Event, due for release in April 2028.

"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," said British Prime Minister Andy Burnham.

The opening will mark the second permanent Beatles experience ever operated by Apple Corps, following an upcoming attraction at 3 Savile Row in London, due to open at the end of 2027. That site will feature never-seen-before archives, rotating exhibits, a fan store, a basement studio recreation and rooftop access - all at the band's former Apple Corps headquarters.

An opening date for The Beatles Story's new site has not yet been announced.

 

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