The West Village is the center of gravity for NYC's cinnamon roll scene. A cluster of independent bakeries — many with European or Scandinavian influence — means you can do a legitimate roll crawl within a few blocks.
L'Appartement 4F's West Village location is the closest thing to a pilgrimage site the NYC roll scene has — their laminated croissant-dough swirl is unlike anything else in the five boroughs. Come on a weekend morning; there will be a line.
The Noortwyck, where two Eleven Madison Park alumni serve a mascarpone-glazed roll exclusively on weekend brunch, adds a fine-dining pedigree to the neighborhood's roll culture. Come on a weekend morning — Benji's open-until-midnight model is the rare spot that rewards both early and late strategies.