Apple Corps reveals expanded Beatles attraction for Liverpool in 2028
Apple Corps and Universal Music Group have announced a new Liverpool home for The Beatles Story, set to open in 2028. The 100,000-square-foot site will replace the current Albert Dock location and use immersive technology, original items and reconstructed sets to trace the band’s history. St Johns Beacon will become a Yellow Submarine-themed viewing attraction, and some sets will come from Sam Mendes’ upcoming Beatles film project.
Apple Corps and Universal Music Group are behind the plan, which will occupy the former St Johns Market site opposite Lime Street station, replacing the Albert Dock location. At 100,000 square feet, it is described as more than four times the current attraction’s size, with St Johns Beacon becoming a Yellow Submarine-themed 360-degree city viewing experience.
Visitors will move through recreations of the Cavern, Abbey Road and Shea Stadium, alongside post-war Liverpool, Hamburg and Beatlemania settings. Some sets and props will come from Sam Mendes’ four-film Beatles project, due in April 2028; London’s 3 Savile Row fan experience is also scheduled to open the year before.
The attraction could strengthen Liverpool’s cultural tourism, drawing international Beatles fans and supporting nearby hospitality and retail. Local residents may see increased footfall around Lime Street and St Johns, while the Beacon’s redevelopment could refresh a familiar landmark. Because it depends on visitor numbers and integration with the city centre, benefits may be uneven, and some may value preservation of the existing Albert Dock site.