How do I reface this monster?

I would paint it a neutral color..

Many tutorials out there to help you.

Definitely paint the grout.

Reva, do you use it?

Why not white wash it or paint it either the same color as the other walls in that room, or make it look more modern by painting it contrasting color. If you want it to look more modern, you could add a concrete mix to cover the brick and make the entire area smooth. I once painted a red brick fireplace a semi-gloss white and it totally changed the "vibe" of the room. Change is good! Go for it!

Hi Reva, first off what a great name - Reva Bloom. Would be a great name for a character is a spy thriller. Anyway, make a faux surround. It's really very easy. Have a 4x8 sheet(s) of plywood cut into 3 pieces to be: under the mantel and the sides. Leave 8 inches from the opening of the fireplace. That must remain brick for safety reasons. Then use moulding to build it up. You can either build it in place or in your garage and attach it all at once. Use masonry nails, sink them and fill with chalk. Paint the entire thing and the mantel a color of your choice. Surround the bottom the same way. Use 18x18 or 24x24 (however big your fireplace landing is) tiles and tile over the brick. Paint the brick you have left for clearance on the fireplace a dark color, either black or dark gray. It will be gorgeous!

Hi Reva, you can totally change the look quickly by painting it a semi-gloss white! I did this once to a red brick fireplace and it totally changed the entire room's vibe. Or, you could whitewash it with watered down paint if you don't want to paint it solid....also a nice change. If you want to get rid of the texture (I wouldn't) you can have a cement mixture plastered over the entire fireplace and smoothed to a flat surface for a very modern look.

I wish you had included a picture slightly back from this one, so we could also see the room. I would paint the brick on the wall white and box in the hearth and maybe stain/paint that a darker color. Kind of hard to advise without seeing more.

If it were me I would do a iwhite blue on it. It would look beautiful.

White. I love how you have the pillows and blankets stacked. You could close off the fireplace with a piece of thick plywood, painted white. Then you could cover the whole hearth with pillows and blankets. Remove the beautiful rounded fireplace screen since the fireplace is now closed. Hang a row of hooks just above the fireplace and all across the front. Hang your beautiful blankets and throws on the hooks. I wish I could see more details, but I hope you can see my vision: an 8’ seating area with blankets above, and no working fireplace. If you really love the fireplace cover, paint it your favorite color and mount it high on the chimney. Best wishes ☺️

I just gave my parents’ Fireplace a whitewash makeover! I used a quart of flat white outdoor paint from the local hardware store, thinned it with water till I got the right coverage (not too white) and did three thin coats. Mom loves it!

Here’s a photo:

Agree with all who suggested white paint to cover all that red and black brick...also I notice from the photo you have a very cluttered look to this small area which it does not need...the fireplace brick and the lovely round screen should be the focal point of this whole room...you have way too much going on with all those multicolor pillows stacked to the right, they need to be stored out of sight someplace else..do not know what is on floor in front either, but is definitely not needed there either...the mantel also looks very cluttered with small little figurines or some thing up there too. Paint it and go for a clean modern updated look ...just the fireplace tool set if you use it, if not, get that out of there too...maybe the mantel wood could use a soft gray wash to that dull brown that is there...lots of stuff here I know but sometimes less is all you need...

Brick anew has a kit that would work on this fireplace. Brick-Anew Fireplace Paint Colors

https://www.brick-anew.com/paint-colors

You might just want to dye the brick all the same color. Check this website out before you decide: https://www.dyebrick.com/