Apple Corps to Rebuild Beatles Story as 100,000 Sq Ft Liverpool Mecca for 2028

On Tuesday, Apple Corps, the company the Beatles founded in 1968, unveiled plans to transform The Beatles Story into a 100,000-square-foot attraction set to open in 2028. Relocating from its longtime home at Albert Dock to the former St Johns Market site in St Johns Shopping Centre, directly opposite Liverpool Lime Street station, the new venue will more than quadruple the current museum's footprint and add a Yellow Submarine-themed, 360-degree viewing experience atop St John's Beacon, the city's second-tallest building.

Apple Corps CEO Tom Greene framed the project as a first-class destination for a global fan base, comparing it to Graceland and Dollywood. Paul McCartney said he was "humbled" that people remain interested in the band's story and that the plans take him "right back to that journey, from Liverpool to the world and back home again." Ringo Starr added, "The beat goes on," and pointed out that proceeds from every ticket will support new Liverpool artists through the newly established Apple Corps Liverpool Trust.

Apple Corps will take over running The Beatles Story at its existing location before moving the attraction to the new site in 2028. The redevelopment marks the company's second permanent Beatles fan experience, following a planned destination at the band's Savile Row headquarters in London, which is due to open at the end of next year. Fans can already register their interest via the official Beatles website, suggesting Apple Corps is building a direct-to-consumer pipeline ahead of the launch.

The fresh iteration of The Beatles Story will combine immersive technology with original artifacts to guide visitors through the band's journey, from postwar Liverpool and formative shows in Hamburg to Beatlemania and international superstardom. Fans will step inside recreations of the Cavern Club, New York's now-demolished Shea Stadium, and Abbey Road Studios. The opening is deliberately timed to coincide with The Beatles: A Four-Film Cinematic Event, Sam Mendes' four separate biopics, each from a different band member's perspective, scheduled for worldwide release by Sony Pictures in April 2028. The attraction will incorporate props and sets from those productions, turning a museum into an extension of a major Hollywood marketing moment.

The Yellow Submarine-themed experience at St John's Beacon will operate independently, offering panoramic views across landmarks and venues central to Beatles history, with combined tickets available for both attractions. The development is being advanced through a partnership involving Apple Corps, Liverpool City Council, and the Liverpool City Region Combined Authority, with support from the U.K. government. Andy Burnham, quoted in the announcement, praised the project as "the kind of ambition I want to see more of across Britain" and highlighted its potential to turn global reputation into jobs and opportunity, while also serving as a platform for the next generation of artists.

The Beatles' commercial legacy gives this project unusual staying power. The band holds the record for the most No. 1 hits on the Billboard Hot 100, with 20 chart-toppers, and their studio albums have spent a record 132 cumulative weeks at No. 1 on the Billboard 200. That catalog strength underpins a tourism bet designed to draw multiple generations, not just baby boomers, to Liverpool's city center.

For entertainment and destination executives, the announcement signals a shift from static heritage exhibits to tech-enabled, story-driven attractions that double as content releases. By pairing a 2028 museum opening with a four-film biopic event, Apple Corps is effectively building infrastructure around a global marketing flywheel. And by linking every ticket sale to a charitable trust for local artists, the company is also embedding the project into the city's cultural economy, making it harder to dismiss as a mere tourist trap. The result: a private venture with public backing, a revenue model with social impact, and a deadline that forces both Apple Corps and Liverpool to deliver at scale.