A landmark cultural redevelopment brings the band’s legacy home.
LIVERPOOL
Liverpool is preparing to open a major new Beatles attraction in 2028, transforming a former city-center market into an immersive destination dedicated to the legendary British band. The development will expand the existing Beatles Story experience more than fourfold, combining original artifacts, reconstructed performance venues and interactive technology in a project designed to strengthen the city’s international cultural appeal.
Apple Corps, the company established in 1968 to manage The Beatles’ creative and business interests, announced plans to relocate The Beatles Story from its current home at Albert Dock to the former St Johns Market, opposite Liverpool Lime Street railway station.
The new attraction will occupy approximately 9,290 square meters, equivalent to 100,000 square feet. Its location places the project within walking distance of one of the city’s principal transportation hubs, potentially improving access for international visitors.
The redevelopment will also incorporate St Johns Beacon, a prominent Liverpool landmark. Plans include transforming its observation facilities into a Yellow Submarine-themed experience offering panoramic views of the city.
Visitors will explore the group’s development from postwar Liverpool through their formative performances in Hamburg, the emergence of Beatlemania and their eventual international success.
The attraction will feature original memorabilia alongside recreated environments associated with important moments in the band’s history.
Among the planned exhibits are reconstructions of the Cavern Club, where The Beatles developed their early reputation, London’s Abbey Road Studios and New York’s Shea Stadium, where the group performed in 1965.
Some sets and props will come from director Sam Mendes’ forthcoming four-film project about the band, scheduled for theatrical release in April 2028.
The films will feature Paul Mescal as Paul McCartney, Harris Dickinson as John Lennon, Joseph Quinn as George Harrison and Barry Keoghan as Ringo Starr.
Paul McCartney has welcomed the redevelopment, emphasizing Liverpool’s enduring importance to the band’s identity. Ringo Starr has also expressed support for the initiative.
Apple Corps chief executive Tom Greene has compared the project’s ambitions with Graceland, the Memphis estate associated with Elvis Presley, and Dollywood, the Tennessee entertainment destination associated with Dolly Parton.
The comparison describes the intended scale and international appeal of the attraction, rather than an established equivalence in visitor numbers or financial performance.
The project also carries an economic development objective. Liverpool authorities expect the expanded destination to attract visitors, support employment and reinforce the city’s reputation as a center of musical heritage.
Plans include directing a portion of ticket revenue toward initiatives supporting emerging local artists, linking the commercial value of The Beatles’ legacy with opportunities for future generations.
Nevertheless, the potential economic benefits remain projections. Visitor demand, construction costs and the eventual operating model will determine the project’s financial performance.
The development also raises a cultural question about preserving musical history within increasingly commercial visitor experiences.
Liverpool’s relationship with The Beatles extends beyond exhibitions and merchandise. It is embedded in neighborhoods, performance venues and the social conditions that shaped the group’s early music.
The new attraction will therefore face the challenge of presenting an internationally recognizable brand without reducing that history to entertainment alone.
Scheduled to open in 2028, the expanded Beatles Story represents an ambitious effort to connect cultural preservation, tourism and urban regeneration.
For Liverpool, the project is another opportunity to demonstrate how a musical legacy can remain economically and culturally significant more than six decades after the band’s rise to fame.
Beyond the Music, Cultural Legacy Endures.