The Beatles Story, the long-running immersive experience in the band’s hometown, is getting a bigger and better showcase in Liverpool. Now under the control of Apple Corps Ltd., the show will move from Albert Dock to the previous site of St Johns Market,
located just across from the Liverpool Lime Street station. The new exhibit will take up 100,000 square feet.
“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,” Paul McCartney shared in a statement. “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.”
Bringing Apple Corps Ltd. on board bolsters the experience with more resources than before. “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 CEO Tom Greene said in a statement. “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 experience of visiting The Beatles Story will overlap with the theatrical experience of watching the upcoming four-release Beatles biopic series from Sam Mendes, scheduled for April 2028. Apple Corps will use sets and props from the films to bring fans into immersive recreations of the Cavern, Abbey Road, Shea Stadium, Savile Row, and more locations that are integral to the band’s history.
Proceeds from each ticket sold to The Beatles Story Every will benefit the charity The Apple Corps Liverpool Trust, which provides financial support and opportunities for emerging artists in Liverpool. “Liverpool was, and still is, music city,” Ringo Starr said. “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.”
Another Apple Corps-led experience, The Beatles at 3 Savile Row, will debut in London in 2027.
“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,” McCartney said.
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