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Liverpool City Council has officially endorsed the introduction of Liverpool Experience Campus (LEX), the new name replacing The ACC Liverpool Group. This change signifies a fresh phase for one of the city’s key publicly owned assets located along the waterfront at Kings Dock. Since its launch in 2008, this campus has been central to Liverpool’s regeneration and thriving visitor economy.
The waterfront campus, owned by the Council, is managed independently on its behalf and integrates several major facilities, including the Convention Centre, Exhibition Centre, and M&S Bank Arena, into one cohesive venue. The rebranding to Liverpool Experience Campus now features a modernized logo, refreshed visual identity, and updated brand structure. This new branding aims to position the campus more effectively on the international stage, emphasizing its collective strength as a multi-venue destination capable of hosting large-scale conferences, exhibitions, and world-class live events.
Located on Liverpool’s renowned waterfront, the campus has welcomed over 10.5 million visitors since its opening, solidifying the city’s reputation as a top UK destination for business tourism, cultural events, and major gatherings. As the owner, Liverpool City Council is committed to ensuring that the venue continues to generate significant economic benefits, social value, and long-lasting advantages for local residents. The rebrand follows an extensive two-year strategic review involving input from staff, clients, partners, and audiences, highlighting the campus’s established foundation since 2008 with ambitions to expand its national and international presence.
Under the new identity, the ACC Liverpool Group name has been retired. The venues will now be referred to as the Convention Centre at Liverpool Experience Campus and the Exhibition Centre at Liverpool Experience Campus, with M&S Bank Arena retaining its original name. This change provides enhanced clarity for visitors, event promoters, and organisers by showcasing the campus’s scale, adaptability, and interconnectivity. The rebranding supports the Council’s goal of securing long-term value from significant civic assets and maximizing their contribution to inclusive economic growth. Additionally, Ticket Quarter will now fall under the LEX brand architecture, aligning it more closely with the wider waterfront campus whilst maintaining its role in Liverpool’s city centre visitor and cultural landscape.
The rebrand also highlights the campus’s continuing contribution to Liverpool’s visitor economy and its social impact. Beyond attracting prominent events, the campus fosters job creation, skills development, strengthens local supply chains, and provides opportunities for communities throughout the city. Research underpinning the rebrand has shown that LEX’s dedication to social value, along with its beneficial influence on the Liverpool City Region, distinguishes it as a unique publicly owned civic resource.
Cllr Liam Robinson, Leader of Liverpool City Council, expressed: “Liverpool Experience Campus is one of the city’s most important publicly owned assets and plays a vital role in driving our visitor economy, supporting jobs and showcasing Liverpool to the world. This refreshed identity reflects both the scale of the campus and our long‑term ambition for the waterfront as a place for major international events, business tourism and cultural experiences.”
Faye Dyer, Chief Executive Officer of Liverpool Experience Campus, added: “Today marks a significant moment in our story. Liverpool Experience Campus defines who we are, what we stand for and the experiences we create across our venues. We are not a single building – we are a campus of brands, four stages delivering a world of possibilities. Our new identity brings clarity, strength and confidence, reflecting both the scale of our offer and our ambitions for the future. While today is about celebrating our new name and visual identity, it’s also about reaffirming our commitment to Liverpool. Everything we do is for our city and its communities, and this new brand will help us continue to grow our impact locally, nationally and globally.”
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