If anything, I would paint it white. Also the TV distracting where it is located. You could mount it in the opening above the fireplace. If for whatever reason that doesn't work, a nice large artwork in the opening above fireplace would help.

Once painted very hard to get off. Maybe tone it down with accent colors on the wall behind the bookshelves that complement your decor. You can pull colors directly from the fireplace or go with a more neutral beige. You can buy sample pots which are very inexpensive and you could use a complimentary color scheme. A suggestion, can you place the sofa directly across fireplace? Place an accent chair beside the fireplace to create a cozy living area.

Since the tv is wall mounted, removing it may add more cost to repair the wall. If sofa is placed facing fireplace you would be able to see view outside, enjoy the fireplace and tv.

I like your brick fireplace. I love the different colors in it for contrast. The fireplace isn't outdated to me, It maybe the way the room looks , not the fireplace itself. I would redo the shelving. Leave Only the shelves to the outdside of the fireplace ( make the shelves parallel to the fireplace also- straight up the wall). The space above it, I would leave open. You may want to place your tv there, seeing that where it is now is about the same height as the fireplace mantle itself. Then I would turn the sofa to face the fireplace. It looks lonely facing the glass doors. Or is the sofa too long to turn? If so, leave it ). I would replace the blue table with a wooden one and add a nice rug

What about painting the fire box trim, white or gray ... or tan to match room color and blend more with brick?

Move the tv off the wall. Perhaps in the area over the fireplace. Think about hiring someone to beef up the framing of the shelving system. Paint the backing of the shelf unit whatever color you adore, leaving the framing and shelves white. Then you will know whether to paint the bricks and what color to use.

Keep it! I've been facing same issue for years. Have decided to quit fighting it, for now, and use colors from the brick in the room decor. Style your shelves more. I do like the idea of the tv above your fireplace, Normally I do not, but I think this time it would really work.
Can you turn the sofa to face the fireplace and add the streamlined arm chairs on either side, in front of the lower shelves?

???? What color are your walls?

Suggestion; paint the brick same white as the storage and shelving around it. That way there would be consistency, an updated feeling but you would still have interest in the brick pattern.

Sadly the space about the fireplace isnt big enough for a normal size TV (and i am not really into a TV over a fireplace). The room is too narrow to move the couch (or the couch is too big if you think of it that way instead)!
The room is a bit sad though, it does need some beefing up. I thought about painting behind the shelves an accent color and also like the idea of removing some of the shelves above toward the ceiling like AnitaJoyce suggested, that may help open up the room a bit. Also might think about repainting the room itself, it is all very tan except the blue ottoman and a yellow chair on the facing walls (additional picture attached). We clearly just moved in as there is no art on the walls yet, i HOPE some bright art will help this sad room.

I am not sure what the exact wall color is, it is a decent neutral tan color but when we added our couch, the room has become very TAN! I need to find out the color so i can remove the curtain rod that the previous owner hung way too low, and repair the wall. Will update when i find out what the color actually is

Keeping the shelving and brick all one color will keep it looking like millworker/built in with horizontal "texture" around the fireplace. If anything put a fresh but neutral / warmer color on the walls so the white shelving walls/fireplace stand out. The taller shelving utilizes the vertical space you have available and in my opinion I would not remove it.

meg, bummer you can't turn the couch. Maybe hold off on the fireplace till you decorate the room. That and hanging your curtains, etc. will help a lot!
Thanks on information about the paint if you are able to find it. I'm looking for something that does not go pinky/peach on the wall with my fireplace (same color as yours 1978!) and leather furniture.
Keep us posted on your progress.