The Beatles Story to move home in major new Apple Corps initiative
The Beatles Story is set to move from its Royal Albert Dock home to the site of St Johns Market in a major new move which will also see the Liverpool attraction taken over by Apple Corps and transformed into a huge Fab Four immersive experience.
The first official fan experience to be operated in Liverpool by the company – set up in 1968 to oversee The Beatles’ creative and business interests – it is due to open in 2028 in the key 100,000sq ft city centre site.
Meanwhile the St Johns Beacon, until recently home to Radio City, will house a new Yellow Submarine themed viewing experience.
Sir Paul McCartney said today: “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.”
Above: The Beatles in Liverpool. ©Apple Corps Ltd
And Sir Ringo Starr added: “Liverpool was, and still is, music city. And now we are expanding the 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.”
The new 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 is currently being shot in locations including those in Liverpool and which Sony is due to release in cinemas around the world in April 2028.
Meanwhile 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.
Apple Corps chief executive Tom Greene said: “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.”
The Beatles Story first opened its doors at the Albert Dock in 1990.