Apple Corps Announces Liverpool Experience

Apple Corps will open a 100,000 sq ft immersive Beatles experience in Liverpool city center by 2028.

Relocating The Beatles Story

The attraction will move from Albert Dock to St Johns Shopping Centre in 2028.

New Site Size

The new site is four times the size of The Beatles Story’s existing home.

First Official Liverpool Experience

Apple Corps says The Beatles Story will be its first official Beatles fan experience in Liverpool.

History of The Beatles Story

The Beatles Story opened at Albert Dock in May 1990 and has been owned by Merseytravel since 2008.

CEO Tom Greene

Tom Greene, CEO of Apple Corps, called the new experience a tribute to Liverpool’s legacy.

“LIVERPOOL BIRTHED THE GREATEST BAND IN HISTORY AND TODAY WE ARE ANNOUNCING A NEW EXPERIENCE IN THE CITY THAT DOES JUSTICE TO THAT LEGACY.”

Apple Corps Background

Apple Corps was founded by The Beatles in 1968 and Greene became CEO in September 2025.

Immersive Experience Details

The experience will trace the band’s history with recreations of The Cavern, Abbey Road, Shea Stadium, and Savile Row.

Savile Row Connection

The Mayfair building housed Apple Corps’ earliest headquarters and hosted The Beatles’ final live performance in 1969.

Ringo Starr Quote

Ringo Starr called Liverpool 'music city' and praised the new experience.

“LIVERPOOL WAS, AND STILL IS, MUSIC CITY.”

Paul McCartney Quote

Paul McCartney expressed pride in Liverpool’s role in The Beatles’ story.

“I LOVE LIVERPOOL. IT’S PART OF WHO I AM, IT’S PART OF WHO THE BEATLES ARE.”

Liverpool City Council

Liverpool City Council leader Liam Robinson called the project a key regeneration opportunity.