Great Room wall cabinet idea. Google Image Result for http://www.instructables.com/image/FTVSWFIFYTCL83Z/Built-In-Book-Cases.jpg
If you like the look of built-in bookcases, but not the look of the bill from the contractor who installs them, you can build them yourself with some basic carpentry skills and some modified pre-made cabinets.
Also on these boards
ikea bookshelves made built ins This Old House