The Beatles’ Apple Corps has announced plans for a 100,000-square-foot immersive fan experience in Liverpool in 2028. The company will assume operation of The Beatles Story at Albert Dock in 2027 before moving it to a much larger former market site near Liverpool Lime Street station.
What is planned at The Beatles Story?
The new venue is planned to combine historical artifacts, immersive technology and reconstructions of locations associated with the band’s career, including The Cavern, Abbey Road and Shea Stadium. The proposed space is roughly four times the size of the existing attraction.
How does the project connect to the films?
Apple Corps has indicated some materials from Sam Mendes’ forthcoming Beatles film project may be featured. The attraction is scheduled for 2028, after the films’ anticipated theatrical release. These are future plans, not an attraction already open to visitors.
What does this mean for music businesses?
The project shows how a heritage catalog can support experiences and tourism alongside recorded music, merchandise and licensing. It also includes plans for charitable support for emerging local musicians. The company did not disclose the transaction’s financial terms or projected annual attendance.
Source
Music Business Worldwide, October 20.
Featured image is generic licensed concert photography, not Beatles imagery.