The Beatles Story to move to former St Johns Market site in 2028
Apple Corps to lead a new chapter for The Beatles Story, creating the first ever official Beatles experience in the band’s home city
New immersive experience will transport fans from The Beatles’ post-war Liverpool childhoods through Hamburg, The Cavern, Beatlemania, Abbey Road, Shea Stadium, Savile Row and beyond
New location revealed as the former market hall, part of St Johns Shopping Centre in the heart of the city, a site four times the size of the existing The Beatles Story
Apple Corps Ltd. today announces plans for a spectacular city centre redevelopment andnew home for The Beatles Story.
The long running, award-winning attraction will move in 2028 from its current home in Liverpool’s Albert Dock to a brand-new site that was formerly St Johns Market in St Johns Shopping Centre, directly opposite Liverpool Lime Street station.
The new 100,000 square foot site in the heart of the city will more than quadruple the attraction’s current footprint. In addition, the iconic St Johns Beacon will also house a Yellow Submarine themed viewing experience over the city of Liverpool.
This hugely ambitious plan will seeThe Beatles Storymove into the hands of Apple Corps, the company founded in 1968 to oversee The Beatles’ creative and business interests. It will be the first official fan experience to be operated in Liverpool by the company, creating a truly world class authentic destination befitting of the world’s greatest musical legacy. The new iteration of The Beatles Story will open in 2028.
The Beatles Story will use immersive technology, original artefacts and spectacular reconstructed sets to bring the Beatles’ extraordinary story to life. During a multi-hour experience, 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. Fans will be able
to step inside some of the most iconic locations and moments in Beatles history, including The Cavern, Abbey Road, Shea Stadium, Savile Row and many more. A number of these immersive locations will be created using sets and props from Sam Mendes’ upcoming The Beatles: A Four-Film Cinematic Event, which Sony will release in cinemas around the world in April of 2028.
The St Johns Beacon Yellow Submarine themed experience will also give fans the opportunity to enjoy a panoramic 360-degree view of Liverpool, taking in the landmarks and key locations where pop history was made, as well as some of the city’s most famous sights—all from one of the best viewpoints in the city. Liverpool’s second tallest building, The Beacon will operate as a standalone attraction, although fans will be able to bundle both experiences for a truly once-in-a-lifetime experience.
And whilst the new attraction will celebrate Liverpool’s greatest musical export and draw visitors from around the world, its impact will also support the city’s next generation of talent. Every ticket sold to The Beatles Story will contribute to the The Apple Corps Liverpool Trust, a charitable initiative established to provide financial support and opportunities for emerging Liverpool artists and local cultural endeavours. More details of the Apple Corps Liverpool Trust will be announced in due course.
Apple Corps Ltd. will take over the running of The Beatles Story in its current location in 2027, before moving the attraction to St Johns in 2028. The announcement marks another signifier of this future-facing, progressive new chapter in the history of Apple Corps. Since its formation in 1968, the organisation has overseen The Beatles’ creative and business interests around the world. The new Beatles Story in Liverpool
will be only the second permanent Beatles experience ever operated by Apple Corps, following the forthcoming attraction at 3 Savile Row in London, which is due to open at the end of 2027. The Beatles Story will be opening shortly after the April 2028 release of the eagerly anticipated The Beatles: A Four-Film Cinematic Event.
The Beatles changed the world. Now, their story will have a new home in the city where it all began.
