Alistair Hardaker | Images: LCRCA / YouTube
The Liverpool attraction is set to move to a new site after being run by Beatles company Apple Corps from 2027
Apple Corps, the company founded in 1968 to oversee The Beatles’ creative and business interests, has announced it will take over the running of The Beatles Story museum in Liverpool next year, before moving the attraction to a new Liverpool site in 2028.
The Beatles Story museum is currently located at Liverpool’s Royal Albert Dock, where it first opened in May 1990. It is now owned by the Liverpool City Region Combined Authority.
The new site for The Beatles Story will be the former St Johns Market in St Johns Shopping Centre, providing a 100,000 square foot site which Apple Corps said will more than quadruple the attraction’s current space.
The St Johns Beacon, Liverpool’s second tallest building, will house a Yellow Submarine-themed viewing experience. It will operate as a standalone attraction, with a bundled ticket available for both.
It said it has worked with Liverpool City Council and the Liverpool City Region Combined Authority, alongside support from central government, on preparing the site and on its delivery.
The Liverpool City Region Combined Authority (LCRCA), which currently owns The Beatles Story, told Advisor that it will continue to operate in its current location, with staff moving across to the new attraction as that opens.
Apple Corps’ announcement describes The Beatles Story as moving into the company’s hands, but it is unclear whether the company is buying the museum or taking it on under another arrangement.
The details of the commercial arrangements are still to be finalised between Apple Corps Ltd and the LCRCA, the spokesperson said.
Once complete, the move will see original artefacts on display alongside some reconstructed sets of The Cavern, Abbey Road, Shea Stadium and Savile Row. Some will be built using sets and props from the production of Sam Mendes’ upcoming four Beatles biography films, slated for release in 2028.
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 Corps’ history and we can’t wait for people to see what we’ve been working on.”
Tickets bought for The Beatles Story are set to contribute to the Apple Corps Liverpool Trust, which Apple Corps says will provide financial support and opportunities for emerging Liverpool artists and local cultural events.
Surviving Beatles members Paul McCartney and Ringo Starr have backed the plans.
McCartney said: “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.”
Starr said of the plans: “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.”
The new attraction will be the second permanent Beatles experience operated by Apple Corps, after the one planned for 3 Savile Row in London, which is due to open at the end of 2027.
New Beatles visitor experience at ‘spiritual home’ announced for 2027
