ACC Liverpool Group becomes Liverpool Experience Campus

Liverpool’s world-class events hub on the waterfront has officially entered a new era, as the organisation formerly known as ACC Liverpool Group reveals its new name and identity: Liverpool Experience Campus.

The rebrand goes live today, introducing a fresh logo, updated visual identity and a clearer structure that brings the entire site together under one bold name – Liverpool Experience Campus, or LEX.

Set against the backdrop of the city’s iconic waterfront, the campus is home to three major venues – the Convention Centre, Exhibition Centre and the M&S Bank Arena – creating a flexible, multi-space destination capable of hosting everything from global conferences to major live shows.

The move follows a two-year strategic review shaped by input from staff, clients, partners and audiences. Since opening in 2008, the campus has welcomed more than 10.5 million visitors, cementing its place as one of the UK’s leading destinations for events, entertainment and large-scale gatherings.

As part of the change, the ACC Liverpool Group name is now retired. The venues will be known as the Convention Centre at Liverpool Experience Campus and the Exhibition Centre at Liverpool Experience Campus, while the M&S Bank Arena keeps its established name.

The new identity is designed to bring clarity for visitors and organisers, while strengthening the campus’s position on the global stage as a connected, multi-venue destination.

At the heart of the launch is a new logo inspired by Liverpool’s energy, creativity and ambition, reflecting the wide range of experiences hosted across the site – from international conferences to sold-out arena performances.

The rebrand also reinforces the organisation’s ongoing commitment to the city, with a continued focus on supporting the visitor economy, creating jobs and opening up opportunities for local communities.

Chief Executive Officer Faye Dyer said the launch marks a defining moment for the organisation.

“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.”

Liverpool Experience Campus steps into this new chapter with a strong pipeline of events already lined up, alongside ambitious plans for future growth and a renewed focus on delivering standout experiences for audiences from across the world.

Find out more about LEX here.

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