It doesn't. All of the modern wooden/eco houses with wooden facades I've seen in Sweden look really shabby and rundown after as little as one year. Because for some reason modern construction prefers to just expose wood to the elements.

In contrast all the traditional houses look pretty because no one thinks that painting your house is an abomination in the eyes of the Lord.

In the computer renderings only? Wood exposed to atmospheric conditions quickly looks badly. All it takes is 3-4 cycles of sunny summers and freezing winters, with mild humid periods in between.