Liverpool is preparing for a major cultural milestone in 2028, when The Beatles Story—the city's long-running tribute to the Fab Four—will move to a new, vastly expanded home. The relocation, announced by Apple Corps, will transform the former St Johns Market in the St Johns Shopping Centre, directly opposite Lime Street station, into a 9,290-square-metre immersive experience. Organisers have compared the project to Graceland and Dollywood, aiming to create a destination that draws fans from across the globe.
The new venue will be more than four times the size of the current Albert Dock site and will incorporate the iconic St Johns Beacon, which will be repurposed as a 360-degree panoramic viewing tower with a Yellow Submarine theme. Visitors will be able to look out over the city that shaped the band's early years, while the main exhibition will use immersive technology, original artefacts, and reconstructed sets to trace the group's journey from post-war Liverpool to Hamburg, Beatlemania, and international stardom.
A cinematic tie-in and a new home for Beatles history
The opening is timed to coincide with the release of Sam Mendes' The Beatles: A Four-Film Cinematic Event, scheduled for April 2028. Sets and props from the films will be incorporated into the attraction, including recreations of the Cavern Club, Abbey Road Studios, and Shea Stadium—the site of the band's legendary 1965 concert. This blend of cinematic and historical elements is intended to offer a multi-hour journey through the band's story, appealing both to devoted fans and newcomers.
Paul McCartney, who has been closely involved in the plans, expressed his enthusiasm in a statement. "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," he said. "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."
McCartney added: "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."
The project has also drawn political support. Andy Burnham, the Mayor of Greater Manchester, described it as "the kind of ambition I want to see more of across Britain: backing the things our great cities do best and turning that global reputation into jobs, opportunity and growth." He stressed the importance of creating pathways for young talent, noting that "talent exists in every part of our country; opportunity still doesn't."
Tom Greene, CEO of Apple Corps, promised that The Beatles Story would be "a world class destination," while Steve Rotheram, Mayor of the Liverpool City Region, highlighted the project's community benefits. "Every ticket sold will go towards ensuring that the band's extraordinary story is kept alive and passed on to generations still to come, helping the next generation of Liverpool artists start writing stories of their own," Rotheram said. "That feels very Liverpool: fiercely proud of where we've come from but always looking to what comes next."
The move represents a significant investment in Liverpool's cultural infrastructure, positioning the city as a hub for music tourism. With the new attraction, the city aims to build on its existing Beatles heritage, which already includes the Cavern Club and the Beatles Statue at the Pier Head. The project is expected to create jobs and boost the local economy, while also ensuring that the band's legacy remains accessible to future generations.
For those planning a visit, the new site's location opposite Lime Street station will make it easily accessible for international travellers arriving by train. The development also complements other recent cultural initiatives across Europe, such as Porto and Lisbon leading Condé Nast's ranking of Europe's most welcoming cities, highlighting the continent's growing focus on tourism and heritage.
As Liverpool prepares for this ambitious project, the city is also looking ahead to other major events in 2028, including the opening of the new Beatles attraction and the release of Mendes' films. The combination of cinematic storytelling and immersive exhibition is expected to draw record numbers of visitors, cementing Liverpool's status as a must-visit destination for music fans worldwide.
