Liverpool City Council has welcomed the launch of Liverpool Experience Campus, the new name for the organisation formerly known as The ACC Liverpool Group, marking the next chapter for one of the city’s most important publicly owned assets.
The Council owns the iconic waterfront campus at Kings Dock, which has played a central role in Liverpool’s regeneration and visitor economy since opening in 2008. The site is operated independently on the Council’s behalf and brings together the Convention Centre, Exhibition Centre and M&S Bank Arena as a single, connected venue offer.
The transition to the new Liverpool Experience Campus (LEX) identity is now live, including a refreshed logo, visual identity and brand architecture. The new name provides a clearer and more confident way of presenting the campus internationally, while reinforcing its collective strength as a multi venue destination capable of hosting major conferences, exhibitions and global live events.
Situated on Liverpool’s world-famous waterfront, the campus has welcomed more than 10.5 million visitors since opening, helping to position the city as a leading UK destination for business tourism, culture and major events. As owner of the site, Liverpool City Council has a strategic interest in ensuring the venue continues to deliver economic impact, social value and long-term benefits for residents.
The launch of the new brand follows a two-year strategic review led by the campus operator and shaped by consultation with staff, clients, partners and audiences. The refreshed identity reflects both the strong foundations created since 2008 and the ambition to grow the campus’s national and international reach in the years ahead.
The ACC Liverpool Group name is now officially retired. The venues will now be known as the Convention Centre at Liverpool Experience Campus and the Exhibition Centre at Liverpool Experience Campus, while M&S Bank Arena retains its established name.
The new identity is intended to provide greater clarity for visitors, promoters and event organisers, highlighting the scale, flexibility and connectivity of the publicly owned campus and strengthening Liverpool’s offer in a highly competitive global events market.
The rebrand sits within this wider context, supporting the Council’s aim of securing long term value from major civic assets and maximising their contribution to inclusive economic growth.
Ticket Quarter will sit within the new Liverpool Experience Campus brand architecture, aligning it with the wider waterfront campus while continuing to operate as a key part of the city centre’s visitor and cultural offer.
The launch also underlines the campus’s ongoing role in supporting Liverpool’s visitor economy and creating wider social value. Alongside attracting high profile events, the campus supports jobs, skills development, local supply chains and opportunities for communities across the city. Research informing the rebrand found that LEX’s commitment to social value and its positive impact on the Liverpool City Region is a clear point of difference, reflecting its public ownership and role as a civic asset.
Cllr Liam Robinson, Leader of Liverpool City Council, said: “Liverpool Experience Campus is one of the city’s most important publicly owned assets and plays a vital role in driving our visitor economy, supporting jobs and showcasing Liverpool to the world.
“This refreshed identity reflects both the scale of the campus and our long‑term ambition for the waterfront as a place for major international events, business tourism and cultural experiences.”
Faye Dyer, Chief Executive Officer of Liverpool Experience Campus, said: “Today marks a significant moment in our story. Liverpool Experience Campus defines who we are, what we stand for and the experiences we create across our venues. We are not a single building – we are a campus of brands, four stages delivering a world of possibilities. Our new identity brings clarity, strength and confidence, reflecting both the scale of our offer and our ambitions for the future.”
“While today is about celebrating our new name and visual identity, it’s also about reaffirming our commitment to Liverpool. Everything we do is for our city and its communities, and this new brand will help us continue to grow our impact locally, nationally and globally.”
