You can't miss the colorful, graffiti-covered building of Brauð & Co, a beloved local bakery that's become a Reykjavík institution. The aroma of freshly baked sourdough and sweet pastries will draw you in from down the street. Be sure to try one of their legendary cinnamon rolls – they're famous for a reason and often sell out early, so it's worth a morning visit to snag one warm from the oven.