The game is placed in Vilheim, another continent
Its not silly From even said it DS2 didnt have a relation with DS1 in the beggining of the game development, the game is about centuries ahead of DS1 in their effort to make then looks unique and insert wharever new mechanic they intended to do for the sake of a fresh game which I agree.
You enter the game, visit the old ladies which instantly changes the game enviroment, everything changed, new, then you visit Majula and you heard about the war destroyed the land not the curse itself which is a cool settings before you venturing in the forest, the fortress and then you find Heide....
Bamm !!! lets screw "DS1 fans" with this zone lore, this where you know who really read the lore to understand this is not lordran and the new studio team dont care about bringing DS1 elements without explanation in a new area, first at all you find a undead who linked the fire as one of the first old warriors you find there, second one the fire tower is a reference about gwynivere husband maybe they landed here? but who knows this is never explained ingame then you find who push the idea about the "first flame events are too far away no one knows what happened" and yes the infamous Old dragonsalyer which will be cause of endless discussion about who shot first unless the studio just throw a coin and decided who really is.
I would expand it more but after Heide you will find DS1 weapons with description about a "long time ago", "no one knows","a distant land","a forgoten warrior","no ones remember this name" giving you the impression you are lordran.
The bosses souls are an alegory about DS1 instead of their own, special mention to the Irong king with Gwyn but they basically related the old ones with the lords falling again depending of DS1 and dont get me start with
.
But yeah thats my opinion.