I prefer the first one -- and you avoid clutter by adding doors to the shelves -- solid for the bottom doors and glass for the top doors. Having the countertop high shelf ... well ... countertop height will attract clutter.

My first question is what are you going to display ? These always seem like a good idea until people are back asking how to make them work. If you have lovely things that need display then go for it . If not do 30” high cabinets on either side with doors add a piece of art above one and the T.V above the other and you are done.Maybe something nice dispalyed on each one.I just find these cluttered shelves with dozends of little things just busy and dust collectors.Since this is from scratch for heavens sake do not put the T.V above the fireplace.

To Patricia's point, I have built-ins in my current home, and LOVE them, and we're adding them to a new home we just bought, and the lesson I've learned is to measure the pieces that you know you want to display, in advance, to make sure they'll have ample space. You'll probably want to be able to change things periodically, seasonally, etc. but you may have a few beloved pieces that will always go there, so make sure you'll have the room. I'd air towards less shelves and more space between shelves - too many shelves adds to a general cluttered look. I have a hard time editing out what I don't need, but too much shelf space just lends itself to being over cluttered. For example, your middle photo, IMO has to many shorter shelves, and would benefit from one less shelf for wider spaces between for less 'little' things and a few big statement items instead - to vary up the heights. etc.