I don't mind the fireplace to be honest, have seen a lot worse! from what I can see the bricks look nice so I wouldn't paint them. It does look a little low for the room though so would add a deep mantle, you can go a bit deeper than the one shown just can't find images. Or you could potentially remove bricks from the side and add a surround. I would remove all the front part and replace hearth or reuse the brick to make a brick hearth. I would cost up alterations versus new although I think this could look really lovely. What colour are your sofas, curtains etc re paint? What way does the room face? I would paint the bookcases in the wall colour so they blend in
Q