Have you looked at the Houzz PHOTO section for inspiration photos of a fireplace plus wall design that you do like? You can make your own Ideabook to get some idea of what you do like and what you definitely do not like. Make comments about each photo in the comments section of your Ideabook.
Go to Houzz PHOTOS. Scroll down to Living rooms. Click. Enter "fireplace" or "fireplace wall" in the search box. Be sure to use quotation marks din the search box.

I will look for a few photos to get you started...

I found quite a few photos on Houzz. I tried to choose fireplaces that did not have windows on either side, and one's that did not have a television on the fireplace wall.

http://houzz.com/photos/3469404

http://houzz.com/photos/133536

http://houzz.com/photos/4879916

http://houzz.com/photos/6449137

http://houzz.com/photos/6939489

http://houzz.com/photos/2134844

http://houzz.com/photos/780269

http://houzz.com/photos/151875

http://houzz.com/photos/335159

http://houzz.com/photos/1458058

http://houzz.com/photos/25747

http://houzz.com/photos/234979

http://houzz.com/photos/3548167

http://houzz.com/photos/25671

http://houzz.com/photos/234980

http://houzz.com/photos/5433493

http://houzz.com/photos/4515690

I think it will be a good idea to start all over again. Remove the stone cladding above or take it straight up to the ceiling. Remove the book shelves. Another option would be all clean lines. Complete white look to make it less imposing, something like this

HI -- I always tell people to " get rid of what you hate" -- and ten years of hate is a long time . Then start over with what you want . Trying to make something you hate into something close to maybe liking is a waste of time and money.

Have you thought about putting removable wall paper behind the built ins to bring a littlre more life to the area? here are a few options:

http://deciture.com/shop/decor/7/bella-tempaper-wallpaper/

http://deciture.com/shop/decor/7/damsel-tempaper-wallpaper-collection/

http://deciture.com/shop/decor/7/zee-tempaper-wallpaper/

This may be a more affordable way to change things up :)

I agree with lefty47
We only come this way but once ;)