Immersive Beatles museum described as 'like Graceland or Dollywood' to open in 2028

ByJenny Coleman

North West

Sir Paul McCartney and Ringo Starr have backed plans for a major new Beatles visitor attraction in Liverpool.

The development will see The Beatles Story move from Albert Dock to the former St John's Market site, alongside a new Yellow Submarine experience at St John's Beacon.

McCartney said he "can't wait" for people to be able to "step into our story", while Starr said: "Liverpool was, and still is, Music City".

The attraction will feature immersive technology, original artefacts and recreated sets charting the band's rise from post-war Liverpool to international fame.

Apple Corps Ltd, which manages The Beatles' creative and business interests, will take over operation of The Beatles Story in 2027 ahead of its relocation the following year.

'Like Graceland or Dollywood'

The attraction has been based at Albert Dock since 1990. Under the plans, it would move to the former St John's Market Hall, vacant since the market closed in 2024. At 100,000 sq ft, the new site would be more than four times the size of the current attraction, while the former Radio City tower, St John's Beacon, would house a new Yellow Submarine experience.

Announcing the plans, Apple Corps chief executive Tom Greene said Liverpool was getting a Beatles destination worthy of the city's musical heritage.

"Just like Graceland or Dollywood, it's fitting that The Beatles will have a world-class destination for fans to visit in the city where the story started," he said.

Apple Corps said visitors would be taken on a journey from the band's post-war Liverpool roots through Hamburg, The Cavern, Beatlemania, Abbey Road, Shea Stadium, Savile Row and beyond.

Commenting on the announcement Sir Paul McCartney said: "I love Liverpool. It's part of who I am, it's part of who The Beatles are.

"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.

"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."

Tickets sold for The Beatles Story will contribute to the The Apple Corps Liverpool Trust, a charitable initiative to provide support and opportunities for emerging local artists.

Ringo Starr said: "Liverpool was, and still is, Music City.

"And now we are expanding 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 project is a partnership between Apple Corps, Liverpool City Council and Liverpool City Region Combined Authority, with support from central government.

Liverpool City Region Mayor Steve Rotheram said it felt right that the "definitive Beatles experience" should be located in the city where the band's story began.

Prime Minister Andy Burnham said: "The Beatles are one of the greatest examples of what Britain can give to the world.

"Four young men from Liverpool changed music and popular culture forever and, more than 60 years later, their story is still a source of enormous pride for this city and for our whole country."

Reflecting on what his bandmates would have made of the plans, Sir Paul McCartney said: "If you'd told us this was going to happen when we were hanging out and getting started, we'd never have believed it."