Apple Corps to Launch Massive Immersive Beatles Experience in Liverpool

Apple Corps is redeveloping the award-winning The Beatles Story attraction in Liverpool, moving it into a 100,000 square foot immersive experience that will open in 2028.

What’s involved:

• Apple Corps, the company founded in 1968 to oversee The Beatles’ creative and business interests, will take over the running of The Beatles Story at its current Albert Dock location in 2027.

• The attraction will then move to a new site in St Johns Shopping Centre, formerly St Johns Market, directly opposite Liverpool Lime Street station.

• At 100,000 square feet it will more than quadruple the current footprint.

• It will be the first official Beatles fan experience operated by Apple Corps in Liverpool.

• It will be Apple Corps’ second permanent Beatles experience, following a new attraction at 3 Savile Row in London, scheduled to open in late 2027.

The attraction:

• The Beatles Story will combine immersive technology, original artefacts, and reconstructed sets to bring the band’s story to life.

• Visitors will be able to step inside iconic locations such as The Cavern, Abbey Road, Shea Stadium, Savile Row, and more.

• Some immersive environments will use sets and props from Sam Mendes’ upcoming The Beatles: A Four-Film Cinematic Event, due in cinemas in April 2028.

• The nearby St Johns Beacon will house a standalone Yellow Submarine-themed viewing experience, offering panoramic 360-degree views of Liverpool and its musical landmarks.

• Visitors will also be able to bundle it with The Beatles Story.

Charitable initiative:

• Every ticket sold to The Beatles Story will contribute to The Apple Corps Liverpool Trust, a charitable initiative established to provide financial support and opportunities for emerging Liverpool artists and local cultural endeavors.

• Further details are expected in due course.

What they said:

• Tom Greene, Apple Corps’ CEO: “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 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.”