Historic Beatles Attraction Set for a New Home in 2028
Paul McCartney and Ringo Starr have endorsed an ambitious new development celebrating the legacy of The Beatles, with the iconic band’s official attraction set to undergo a major transformation in their hometown of Liverpool.
Apple Corps Ltd. has announced that The Beatles Story will relocate from its current home at Albert Dock to a new site at St Johns Shopping Centre in 2028. The proposed 100,000-square-foot attraction will be more than four times the size of the existing venue, offering visitors an expanded opportunity to explore the band’s remarkable journey from Liverpool to international superstardom.
Apple Corps Takes Control of the Experience
The relocation coincides with Apple Corps taking over the operation of The Beatles Story. The company, which oversees The Beatles’ creative and business interests, will make the attraction Liverpool’s first official Beatles fan experience under its direct management.
The development will also incorporate St Johns Beacon, which is expected to feature a Yellow Submarine-themed viewing experience offering spectacular panoramic views across Liverpool.
McCartney expressed excitement about the project, describing the continuing public interest in the band’s story as both incredible and humbling.
He said Liverpool remained an inseparable part of his identity and the band’s history, adding that the new plans brought back memories of their journey from the city to the rest of the world.
McCartney Reflects on The Beatles’ Journey
The legendary singer and songwriter said the ambitious redevelopment would allow fans to step into the band’s story and experience the events that shaped its extraordinary rise.
Reflecting on the group’s early days, McCartney acknowledged that none of the members could have imagined the international success that awaited them when they were starting out.
He also emphasised Liverpool’s importance in making their achievements possible, describing the city as fundamental to the band’s identity and enduring legacy.
Ringo Starr Celebrates Liverpool’s Musical Heritage
Starr also welcomed the expansion, recalling his childhood in Liverpool’s Dingle neighbourhood and his early ambitions to become a drummer.
He explained that his musical journey began when he received his first drum at the age of 13. Before joining The Beatles, Starr played in a skiffle group with friends Eddie and Roy Trafford while working in a factory.
He also fondly remembered spending Saturdays at the Bodega and the Cavern, venues associated with Liverpool’s vibrant music scene.
Starr said he never imagined those early experiences would eventually lead him around the world as a member of one of the most influential bands in music history.
Describing Liverpool as a city defined by music, he welcomed the opportunity to expand the Beatles experience, concluding that the band’s musical legacy would continue.
Immersive Technology and Film Sets to Feature
The expanded attraction will combine immersive technology, original artefacts and reconstructed environments to bring The Beatles’ story to life.
Visitors will be guided through experiences recreating the streets of Liverpool and the extraordinary excitement of Beatlemania.
Several immersive environments will incorporate sets and props from Sam Mendes’ upcoming film project, *The Beatles: A Four-Film Cinematic Event*, connecting the attraction with a new cinematic exploration of the band.
Meanwhile, the Yellow Submarine-themed experience will provide a 360-degree panoramic view of Liverpool. Visitors will be able to purchase access separately or combine both attractions in a bundled ticket.
Ticket Sales to Support Emerging Liverpool Artists
The project will also deliver a community benefit through the Apple Corps Liverpool Trust. Every ticket sold to The Beatles Story will contribute to the charitable initiative, which aims to provide financial assistance and opportunities for emerging Liverpool artists and local cultural projects.
Starr praised the commitment to supporting future generations of musicians, expressing pride in being involved in an initiative that gives back to the city.
The redevelopment promises to celebrate The Beatles’ extraordinary past while investing in Liverpool’s creative future, ensuring the band’s connection to its hometown remains strong for generations to come.