The article is devoted to the reflection of evolution of the concept the thing in the cultural and philosophical tradition. The author reveals the General trend of ontology transformation, moving focus from subject to object, «giving words to the things themselves» (M. Merleau-Ponty»), what can be denoted as a «thing turn». The concepts of «atmosphere» by G. Böhme, «grain of voice» by R. Barth, «ecstasy of things» and «temptation» by J. Baudrillard are analyzed.