by Redazione 22/10/2026
Categories: Museums / Disclaimer
"The Beatles Story," the immersive museum dedicated to the Beatles, is moving to a new location and expanding significantly: a new facility will be built in Liverpool featuring spaces four times larger, immersive recreations of the band’s iconic locations, and a panoramic experience dedicated to *Yellow Submarine*.
In 2028, Liverpool will have a new attraction dedicated to the Beatles, featuring immersive exhibits that trace the band’s history and a panoramic space inspired by *Yellow Submarine*. Apple Corps, the company founded in 1968 to manage the group’s creative and commercial interests, has announced a redevelopment project in the city center that will relocate The Beatles Story, the immersive museum dedicated to the band, from its current locationat Albert Dock to a new space in the St. Johns shopping complex, across from Liverpool Lime Street Station. The initiative will also include the transformation of the St. Johns Beacon, one of the city’s tallest buildings, into an observation deck dedicated to the world of the Beatles.
The new home of The Beatles Story, which will occupy the spaces previously used by St. Johns Market, will be four times larger than the current one. The goal is to create an official experience dedicated to the band in the city where its story began, under the direct management of Apple Corps. The company will take over management of the attraction at its current location in 2027, ahead of the move scheduled for the following year. The exhibition will combine immersive technologies, original artifacts, and reconstructed sets. Visitors will be able to journey through the various stages of the Beatles’ story, from the streets of postwar Liverpool to their formative years in Hamburg, from the explosion of Beatlemania to international success: among the settings recreated will be some of the most iconic locations in the group’s history, such as Liverpool’s Cavern Club, Abbey Road Studios in London, Shea Stadium in New York, and Savile Row—the London street where Apple Corps was headquartered and on whose rooftop the Beatles held their final public performance in January 1969.
Some of the recreations will feature sets and props from *The Beatles: A Four-Film Cinematic Event*, the film project directed by Sam Mendes and distributed by Sony in theaters worldwide in April 2028. The new attraction will therefore open around the same time as the films’ release, coinciding with a renewed interest in the band’s history.
The second element of the project involves St. John’s Beacon, which will host a Yellow Submarine-themed experience inspired by the 1968 animated film and the visual world of the song of the same name. From here, visitors will be able to take in a 360-degree panoramic view of Liverpool, identifying locations linked to the city’s musical history and its main landmarks. The Beacon will operate as a standalone attraction, but visitors will be able to combine their visit with a tour of The Beatles Story.
The initiative also aims to benefit the local cultural scene: every ticket sold for The Beatles Story will contribute to the Apple Corps Liverpool Trust, a charitable organization to be established to provide financial support and opportunities to emerging artists in Liverpool and local cultural initiatives. Further details on the fund’s activities will be announced at a later date.
The project is part of a collaboration between Apple Corps, the City of Liverpool, and the Liverpool City Region Combined Authority, with support from the central government. The partnership will oversee the preparation of the site, the development of the surrounding public spaces, and the planning of the necessary measures to maximize the economic and social benefits of the initiative. “Liverpool is the birthplace of the greatest band in history, and today we’re announcing a new experience in the city that does justice to this legacy,” said Tom Greene, CEO of Apple Corps. “Just like Graceland or Dollywood, it’s only right that the Beatles have a world-class destination for fans to visit right in the heart of the city where it all began. This marks a new chapter in Apple Corps’ history, and we can’t wait for people to see what we’ve created.”
Paul McCartney emphasized the personal significance of the project and the band’s connection to their hometown: “I find it incredible and moving that people are still interested in our story, and it’s truly exciting for me that The Beatles Story and The Beacon are being transformed in such an extraordinary way in the heart of Liverpool. I love Liverpool. It’s part of me; it’s part of what The Beatles are. If you’d told us that when we were young and just starting out, we never would have believed it.” McCartney added that the projects presented by the Apple Corps team brought back memories of the band’s journey, “from Liverpool to the world and then back home.” He concluded: “It wouldn’t have been possible without Liverpool, and I can’t wait for people to step into our story and share this experience.”
Ringo Starr also reflected on the early days of his career and the city’s role in the band’s formation. Having grown up in the Dingle neighborhood, the musician recalled the days spent at the Bodega and the Cavern Club before joining the Beatles. “Liverpool was, and still is, a city of music,” he said, calling the expansion of the experience dedicated to the band a positive sign for the future. Starr also welcomed the contribution to emerging artists: “I also like the fact that the proceeds from every ticket will go toward supporting new artists in Liverpool.”
Mary Chadwick, executive director of The Beatles Story, reflected on the attraction’s more than 35 years of operation, during which it has welcomed visitors from around the world to tell the story of the four Liverpool musicians. “Seeing The Beatles Story become an official Beatles experience under the auspices of Apple Corps is something we could only have dreamed of,” she said, describing the project as an opportunity to build on the work done so far and develop a new experience for future generations.
Prime Minister Andy Burnham also spoke, calling the Beatles one of the greatest examples of Britain’s ability to influence global culture, and linking the project to the potential to transform major cities’ international reputations into opportunities for jobs, growth, and development. “But the best legacy we can leave to the Beatles is to ensure that theirs isn’t the last great British success story to begin this way,” he said, emphasizing the need to expand opportunities for young artists regardless of where they grow up.
The new Liverpool venue will be the second permanent attraction dedicated to the Beatles and managed directly by Apple Corps, following the one planned for 3 Savile Row in London, which is scheduled to open in late 2027. With the move in 2028, the company aims to strengthen the group’s official presence in the key locations of its history, making its hometown not only a destination for exploring the band’s past but also a space for fostering new musical and cultural experiences.
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| A massive immersive museum dedicated to the Beatles will open in Liverpool: set to open in 2028 |
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