The images aren’t displaying because you seem to be missing the required curly braces {} in the string that is used by .format() to inject the URL.
In short, you simply aren’t injecting the string. Here’s a working example for your case that uses an f-string instead, which is much easier to understand and faster than using .format()
Also, your example lacks the proper markdown syntax. To inject an image via markdown, you must have the following syntax in the string: .
'shop': {
'value': f'Location at Bakersfield\n\n})',
'type': 'markdown'
}