Remodeling Round our Fireplace

We've been casually talking, on and off, for years about doing shelf/cupboard built ins around our family room fireplace. We have had a number of ideas but have been concerned about to how to accomplish them. (Not wanting to drill holes in the brick).
Today I think I found something on-line that might just work :)
http://www.remodelaholic.com/2011/01/fireplace-remodel-with-built-in-book.html#more
This site is actually a great place to go for lots of other ideas. I really like the fact that real world remodels are used showing the before, through, and after process. The 5 R's also prevail ... which is always good :)