Schema.org, the global data standard used by Google and Microsoft, has officially merged the DisplayLocation property initiated by showroom.fm today — enabling websites and AI to understand where objects are physically on display. This change is not live yet and will become reality once a new release is published.
The new property allows websites to describe, in a standardized and machine-readable way, where a product, artwork, or object is physically on display — in a store, showroom, or museum.
For the first time, the web can distinguish between what is in stock and what is on display to experience in person.
This merge will still need to await release of a new schema version. It is not live yet. schema.org releases happen in cycles of several weeks. We expect a release still this year.
A small line of code with global meaning
The new property connects any Product or CreativeWork to the Place where it can be seen:
"displayLocation": {
"@type": "Place",
"name": "Designhaus Berlin"
}
This simple relationship gives AI and search systems the ability to answer one of the most natural questions in retail and culture: “Where can I try this now?”
The internet is about to become a tiny bit better
Once the release happens, the public benefits from an easier discovery when attempting to locate objects on display. We encourage curators of commercial or cultural showrooms and exhibitions to prepare and give their web agencies or developers a pointer to the new displayLocation property.
A breakthrough for physical visibility
Until now, Schema.org’s vocabulary could express where products are sold or stored — but not where they are exhibited. With the inclusion of displayLocation, search and AI assistants will soon be able to surface real-world discovery results— helping users find where design, art, or craftsmanship can be experienced directly.
For physical retailers, galleries, and cultural institutions, it’s a quiet but profound shift:
visibility returns to the physical world.
An important change for store owners with a showroom
Store owners or anyone curating an exhibition space can give their web agencies a heads up and prepare for a coming release. Once the release is live, any object on display can be described as such explicitly through schema.
We would like to thank the schema.org repo community for their active support!