If you were wondering what direction Tom Greene, the new CEO of Apple Corps Ltd., was going to take the Beatle franchise, then wait no more. The brief official notification says it all:

The first-ever official Beatles fan experience, opening in London in 2027

3 Savile Row is one of the most famous locations in The Beatles’ history as the original headquarters of Apple Corps, the recording studio for Let It Be, and the location of the legendary rooftop concert in 1969. Now, 3 Savile Row will open its doors to all for the first time. The Beatles at 3 Savile Row will feature seven floors of never-seen-before archive material, rotating exhibitions, a fan store, and the recreation of the original studio where Let it Be was recorded. It will also give fans the opportunity to tread in the band’s footsteps as they relive the iconic rooftop concert – as immortalised in Peter Jackson’s Get Back – on exactly the spot it happened.

Word is that Apple Corps has re-acquired the famous building in Mayfair in central London and plans to open it to the public as a new tourist attraction called The Beatles At 3 Savile Row. Setting up a physical space for fans to come and explore Beatle history and honour the band’s legacy seems at odds with Greene’s previous expertise in the world of e-commerce. Before being hired to run the Apple he worked with the biggest video game developers and publishers in the world on the production, commercialization and audience growth of e-sports programs. And prior to that he was helping to manage the ginormous Harry Potter franchise in the digital realm with “over 50 million members, supported by immersive digital experiences, daily content publishing and an innovative e-commerce offering.” Greene’s digital background seems at odds with creating and operating a physical space, a Beatle theme park in London for fans.

According to The Guardian, the building – across all its seven floors – “…will showcase items from the Apple archives and host temporary exhibitions and a shop. The biggest attractions, however, will be a recreation of the basement studio where the band recorded their last album, Let It Be, and access to the rooftop where that poignant final concert was performed.”

Paul McCartney, who recently revisited the Georgian mansion house, said: “There are so many special memories within the walls, not to mention the rooftop. The team have put together some really impressive plans and I’m excited for people to see it when it’s ready.”

McCartney told the BBC that the idea to move back was proposed by Tom Greene. “He’s a live wire and he’s bringing a lot of energy into looking at what the Beatles mean, and what people want these days from us. There are so many special memories within the walls, not to mention the rooftop. The team have put together some really impressive plans and I’m excited for people to see it when it’s ready.”

The timing couldn’t be better. Four movie-length biopics – directed by Sam Mendes – are currently filming. There’s one film for each band member and they are due for simultaneous release in April, 2028. The “four-film cinematic event” will star Paul Mescal as Paul McCartney, Harris Dickinson as John Lennon, Joseph Quinn as George Harrison, and Barry Keoghan as Ringo Starr.

You can sign up to find out more about The Beatles at 3 Savile Row here.