Many of the newer houses these days have some of their woodwork glazed. Below are some pics of some wainscoting in the dining room. Originally it started out just white (well, off-white or color of the rest of the trim). I simply added the glaze into the detail of the trim and molding for a totally different look.
You can buy the glaze in a few different colors at a local paint store (they don't carry them at Lowe's or Home Depot) and it's much like a stain when you look at it. I used a chocolate glaze here. You'll need to paint it on pretty thick into the creases. Take a thin cloth towel or rag and using your finger wipe out as little or as much of the glaze to get the look you are going for. It may take a few times to get the technique down. If you are doing a large area, you will need several disposable rags to work with. The trick is to make sure that each time you wipe off your excess glaze you have a clean spot on the rag to work with. And work in small areas at a time.
You can add glaze to just about anything to highlight detail or just give a bit of a rustic look. I've added them to picture frames, wood furniture, wood bead board, shelving etc.