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Apple Corps Ltd. has unveiled ambitious plans to relocate and greatly expand The Beatles Story, the renowned and award-winning attraction dedicated to the legendary band. Set for 2028, the attraction will move from its current location at Liverpool’s Albert Dock to a much larger site previously occupied by St Johns Market within the St Johns Shopping Centre. Situated directly opposite Liverpool Lime Street station, the new venue will cover 100,000 square feet—more than four times the size of the existing attraction. Additionally, the iconic St Johns Beacon will be transformed to feature a Yellow Submarine-themed viewing experience, offering panoramic views over the city.
This exciting redevelopment marks the first time Apple Corps, the company established in 1968 to manage The Beatles’ creative and commercial affairs, will operate a fan experience in Liverpool. The company aims to create a world-class and authentic destination that honors the global influence of The Beatles. The expanded Beatles Story will open its doors in 2028, employing immersive technology, original artefacts, and elaborate recreated sets to immerse visitors in the band’s extraordinary journey. Guests will embark on a multi-hour exploration of the environments that shaped The Beatles—from post-war Liverpool and their formative time in Hamburg to the height of Beatlemania and international stardom. The experience will provide access to iconic locations such as The Cavern, Abbey Road, Shea Stadium, and Savile Row, several of which will feature sets and props from Sam Mendes’ upcoming cinematic event, The Beatles: A Four-Film Cinematic Event, scheduled for global release in April 2028.
The St Johns Beacon will have a standalone attraction as well, with a Yellow Submarine-themed observation deck offering 360-degree views of Liverpool’s famous landmarks and Beatles-related sites. Visitors will have the option to combine both experiences for an unparalleled celebration of the band’s legacy. Beyond celebrating Liverpool’s greatest musical export, the attraction will have a positive social impact: every ticket purchased will help fund The Apple Corps Liverpool Trust, a charitable initiative supporting emerging local artists and cultural ventures. Apple Corps will take over management of The Beatles Story at its current site in 2027 before moving the exhibition to the new location the following year.
This announcement signals a new chapter for Apple Corps, which for over fifty years has safeguarded The Beatles’ legacy worldwide. The Liverpool Beatles Story will become only the second permanent Beatles experience operated by Apple Corps, following the planned opening of a new attraction at 3 Savile Row in London in late 2027. The launch of the Liverpool venue closely follows the release of Sam Mendes’ highly anticipated cinematic event, connecting the film and the immersive experience in a unique tribute to the band’s enduring influence.
Tom Greene, CEO of Apple Corps, reflected on the project’s significance: “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 Corp’s history and we can’t wait for people to see what we’ve been working on.”
Paul McCartney expressed his enthusiasm, saying, “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 added, “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’s leadership welcomed the announcement with enthusiasm. Cllr 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 centre, attracting visitors from across the world and creating opportunities for our city and the wider UK economy.
“And I’m particularly excited about what this can mean for the next generation. Liverpool has never been short of talent. Talent is everywhere, but opportunity isn’t, which is why The Apple Corps Liverpool Trust matters. The success of this attraction can directly help open doors for emerging Liverpool artists.
“My sincere thanks go to Tom Greene, the Apple board and The Beatles’ families for continuing to believe in Liverpool and for helping us create something worthy of the city where this remarkable story began. I can’t wait to see the final experience.”
Liverpool City Region Mayor Steve Rotheram also praised the plans: “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.
“People already travel halfway around the globe to visit the birthplace of four lads that shook the earth. These plans take that extraordinary pull to another level – creating a world-class destination that will give millions more fans a reason to make the pilgrimage to their spiritual home and experience the city, its music and its culture for themselves.
“And I love that this won’t just be harking back. Every ticket sold will go towards ensuring that the band’s extraordinary story is kept alive and passed on to generations still to come,
Read the full article on Liverpool Express here: Read More
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