A pamphlet presenting thoughts about materiality in architecture and the place of materiality in achieving architectural presence. Edmund Husserl's formulation of the phenomenological reduction is proposed as the core method for uncovering, what we know and what we think are the central characteristics of a given thing. Heidegger's proposition of "Thingness" becomes the operational goal for achieving architectural materiality i.e. "the wall-ness of wall" or the "wood-ness of wood." Written in a non-academic, approachable style suitable for beginning and advanced students and practitioners of architecture.