The site is for a real island that I own where I let creative people from all over the world stay for one week for free (!) to work on their creative projects. I do that as a "giving back project" and to support creativity in the world. (most people who get to stay choose to give up to 1000 USD to charity, but I get no money and take all the cost of running the island)
The target audience is really creative people all over the world. The purpose of the site is to inspire creative to apply to stay on the island - but also to just be inspired to do creative things in their lives because the IDEA of ideas island inspired them.
It is important that people understand that this is for REAL (a lot of people think it is fake, think it sounds "to good to be true" ;-) but it is real.
It is also important that it inspires all kinds of creative people, from designers, to dancers, to authors, to painters, to politicians and entreprenurs - anyone who likes to be creative and who gets inspired by the idea to sit on a private island in Stockholm in the summer for one week and just focus on a creative project.
(and yes, the winning design WILL ALSO get one week on the island for free (no need to give to charity) a part from the money I pay in this competition ;-D
Since this is a project that exists to promote and inspire high quality creative output please make sure you design is the best you can do.