Carolina Photo To Go LLC If you are painting the bookcases, I would paint the wood on the fireplace to. To tone it down, I would put more wood trim around the fireplace. You can even put wood trim above with molding. Just input fireplaces in the search engine on Houzz and I am sure you will see many examples. The bookcases appear fairly traditional and the mantel looks a little rustic. I would also get new fireplace doors.
Below is a link to several. There are others. I like the ones with the wood above the mantel too.
bdennison Have you thought of painting the brick the same as the bookcases? Leave the mantle natuaral and it will really stand out. Maybe change out the "brass" screen for black?
pattymazur The brass can be spray painted black..use heat resistant spray, I did this years ago and it still looks great. Can you remove or carpet over the tile? That really is distracting.
Below is a link to several. There are others. I like the ones with the wood above the mantel too.
http://www.houzz.com/brick-fireplace-surround