On December 8, 2025, Schema.org released a new property: displayLocation.
It may look like a small addition — but it addresses a surprisingly large gap on the web:
machines could not reliably understand where things are actually on display in the real world.
Until now.
From “available” to “visible”
The web is very good at answering one question:
Where can I buy this online?
But for people who want to see, experience, or compare something in person, another question matters just as much:
Where can I see this, right now?
displayLocation introduces a simple, open, machine-readable way to say:
This object is physically present at this specific place.
That distinction — on display vs. in stock — is crucial for categories like furniture, kitchens, lighting, art, exhibitions, and many cultural or experiential goods.
Why this matters
This is not just a technical improvement. It has real social impact.
When machines can understand what is physically on display:
- people make better, more informed decisions,
- local retailers and cultural spaces become more discoverable,
- unnecessary trips and frustration are reduced,
- and AI systems can give more truthful, location-aware answers.
In a world where AI increasingly mediates discovery, representing the physical world accurately becomes essential.
displayLocation helps ensure that real places, real objects, and real experiences remain visible — not overshadowed by purely online listings.
A community effort
This release is the result of collaboration across the Schema.org and GitHub communities — reviewers, contributors, and maintainers who take standards seriously because they shape how the web works for everyone.
Thank you to everyone involved for the thoughtful discussion, review, and stewardship that made this possible.
What comes next
Now that displayLocation is part of the official Schema.org standard, adoption begins.
Any website, platform, retailer, museum, or gallery can start publishing structured, verifiable information about what’s on display and where.
This is infrastructure for a web — and an AI layer — that understands the physical world better.