Sorry guys I live in Derby. Having done this in 2 houses now I've got a few ideas to help though.....
Allways use good quality cable for long runs so your picture and sound doesnt suffer.
If you have carpet with underlay its easy to hide cables. Lay all your cables side by side and tape them flat together. Cut out a section of underlay the same width next to the carpet grippers and foot by foot lay the cable down flat and tape it with carpet tape so its flat and attached to the underlay and gripper with the tape in the gap.
Use a video switcher by the equipment instead of using the TV to switch inputs, this means less wires to the TV.
Get a good ir extender (wired not RF) that can connect to all equipment individually and have just 1 pickup. This hides by the TV.
If you run a media PC to the TV instead of DVD player etc. you can get more options for playing video and you can have an external DVD player on firewire that can go on a coffe table or somewhere away from the TV.
Dont be scared to go through walls or under floorboards. Just keep it neat and dont break anything
A friend of mine still has all his equipment on display but its in a seperate cabinet away from the TV which make for a better looking living room.
Hope that helps.
Enjoy.
Max.