Abstract. The goal of the article is to examine how some material surfaces contribute to the social consequentiality of the everyday visual experience, generating, transmitting and disseminating nonverbal social meanings, making up bulk of contemporary world's communicative practices, even its very social fabric. Unlike most of the current -otherwise enormously productive -theoretical initiatives making the social functions of material objects and surfaces the main focus of their social-theoretical inquiry, an approach proposed in this article lays emphasis on some formal structural correlations between the modes of materiality of visually perceived phenomena and the behavioural and emotional opportunities for perceiving subjects. I propose the notion of "generative surface" as the most semantically dense and socially consequential type of visual materiality -a sort of perceivable surfaces that, in contrast to mere physical ones, constitute meaningful material settings substantially influencing our creative capacities within everyday experiences.