Fitted shelves, how?

[stuckinthemud]

My better half has decided we need to instal a fitted shelf/cupboard in one alcove to mirror the original fitted in the other. Now the original, I think was a set of shelves fitted to the stone then plastered in and faced off like this:
I do not want to cut the shelves into the plaster, last time I did this I used battens and hid them behind 3mm ply. Are there better ways?

 

[gog64]

I think you are asking how to do “floating” shelves, I.e. with no visible brackets. Google floating shelf brackets.. I hope you have a pillar drill or a VERY steady hand

 

[stuckinthemud]

No, not floating shelves. I was thinking of fixing 2x1 rails from floor to ceiling with cross battens to mount the shelves, arch, face framing, etc. I would hide the rails behind 3mm ply . Everything will be glossed.